Eye on Retail: Brand Savvy and Media Smart, TJ Maxx Attracts Fashionistas Everywhere
Any image of deeply discounted merchandise being off-quality has been shattered in recent years by the success of TJ Maxx, which includes the similar price-point stores of Marshalls and Home Goods. TJX Companies are the largest off-price retailer and consumers are still looking to put their best fashion foot forward when it comes to finding designer clothes and looking like they’re “in the money.”
It’s not only their buyers’ understanding of the world marketplace and distribution channels that makes TJ Maxx a retailing powerhouse, it’s store logistics—their open floor plans cuts merchandising costs.
Unlike department stores, which buy five to six months in advance, buyers buy constantly and at the last minute and restock stores with 10,000 new items a week. Buyers, as advertisements note, capitalize on incorrect orders. Say a manufacturer mistakenly put black trim on a dress instead of the designer’s specified brown. There isn’t anything wrong with the workmanship or quality—it’s just not made according the designer’s exact specifications, so buyers can snap up these “mistakes” at ridiculously low prices.
It’s not only price that’s grabbed consumers by their wallets, it’s the effective use of social media and very enticing ad campaigns, which are building their brand, promoting their products and connecting with their growing customer base, which now spans all ages. And it’s pulling shoppers into the stores in droves.
TJ Maxx’s and Marshall’s Facebook and Twitter pages are abuzz with quick takes on the latest and greatest deals. T.J.’s has wooed a younger demographic with their hip word play on the “Fashionista” turned into “Maxxonista” persona. With a dynamic website that changes with the season and the trends, TJ Maxx posts “Here’s what fellow maxxonistas have scored at T.J.’s! Don’t let them have all the fun. Post a pic of your fabulous find today.” What follows is an ever-changing array of fan favorite posts of their “finds” at “T.J.s.”
Similarly with Marshall’s website, there are Twitter quotes stating happy consumer finds and fashion tips. This kind of concerted media blitz not only attracts shoppers, but job hunters, as staffing becomes critical for this growing concern. With more stores opening, jobs are more prevalent and retail staffing firms are seeing the influx of opportunities and job applicants.
As a result of these savvy marketing campaigns and consistent messaging, people see these stores as a fashion haven and shopper’s paradise where the newest and smartest fashions are available at a fraction of what they cost at mall department stores. With the TJX Companies stores, people in all demographics are finding bargain basement ways to “look fabulous” with high fashion.