T.J. Maxx, Marshalls launch off-price education campaign

FRAMINGHAM, Mass. TJX Companies' T.J. Maxx and Marshalls stores have launched an integrated campaign to educate consumers on the benefits of off-price shopping.

"We want consumers to join us in taking a stand against all those tricky games retailers are playing with coupons, specials and one-time offers. T.J. Maxx and Marshalls have millions of followers who already know that you don't have to pay full-price or wait for a 'deal' to get those same high-quality designer fashions. We want to let everyone who doesn't understand our concept know that it's not too good to be true!" said Laura McDowell, spokesperson for T.J. Maxx and Marshalls. "Consumers can feel good about their purchases when shopping our stores because they are making smart spending decisions, and they are getting high-quality merchandise at amazing savings."

For the first time ever, T.J. Maxx and Marshalls will be featured together in television spots to educate on this better way to shop option for consumers who don't understand the off-price retail concept. In the ads, a group of girlfriends stage an intervention on their friend who spends too much on her fashion buys, and they show her that there is a better way to shop and save.

This campaign will also feature a guerilla marketing tour that will visit nine cities across the United States with live street theatre performing spending interventions. To show consumers how much they can save just by re-thinking retail, a roving billboard will also travel, displaying the two ads, and showing examples of the exact same, current season designer merchandise found at department stores and off-price retailers at the same time. The tour will visit New York, Boston, Los Angeles, Chicago, Philadelphia, Washington D.C., Atlanta, San Francisco and Miami.