Marshalls debuts influencer marketing team
Marshalls is offering an online spring capsule curated by celebrity stylists.
The off-price retailer, a banner of TJX Cos., is launching its inaugural team of style influencers, the “Marshalls Good Stuff Style Collective.” Entertainment industry “stylists to the stars” Zerina Akers, Enrique Melendez and Molly Dickson are featured in Marshalls’s spring/summer 2024 trend report, “The Edit by Marshalls.”
The three style influencers also helped Marshalls buyers curate the new collection for “The Edit Shop,” a dedicated storefront on the Marshalls e-commerce site for seasonal fashion and beauty trends. Other dedicated storefronts on the site include “The Designer Shop” for designer merchandise and “Made in Italy” for imported goods from Italy. The retailer is a relative newcomer to digital commerce, having rolled out its online and mobile e-commerce site in September 2019.
The Marshalls Good Stuff Style Collective is also featured on Marshalls’s Instagram and TikTok accounts. Previous influencer partnerships have included a two-day interactive omnichannel event Marshalls hosted with actor and producer Priyanka Chopra Jonas in October 2023.
“We are always looking to give our consumers access to what they want when they need it most – whether it be great quality fashion for any budget, style inspiration, or the inside scoop on shopping our stores like a pro, plus so much more,” said Sonya Cosentini, VP, brand marketing, Marshalls. “Enrique, Molly and Zerina are some of the most in-demand and talented fashion stylists in Hollywood, and we are so excited to partner with them to bring their invaluable styling advice to Marshalls customers.”
“My mother worked multiple jobs just to keep us afloat and make sure that I had everything, but also that I wasn't counted out because of what I did and didn’t have access to,” said Enrique Melendez. “By shopping at Marshalls, I was able to have access to brands or premium products that I would see on either television, music videos, or fashion magazines.”
“When I moved to New York as a fashion assistant, I would shop at Marshalls, and now, I still find myself shopping at Marshalls,” said Molly Dickson. “Where else can I get a luxury handbag and a good pair of jeans that are up to my standards in quality with amazing prices?”
“It's really fun to be able to partner with Marshalls,” said Zerina Akers. “Fashion has been gatekept for so long, and it's shifting into a way where it's really in the hands of the consumer now. I think the Marshalls shopper is hardworking. They appreciate good quality, they appreciate affordability, and they don't want to sacrifice that quality for affordability.”
Headquartered in Framingham, Mass., Marshalls is a banner of TJX Cos. and offers over 1,100 stores spanning 48 states, Washington, D.C. and Puerto Rico.