New off-price store TV campaign

You’ve probably seen the new commercials for the TJX Group on behalf of its two biggest divisions, TJ Maxx and Marshalls. They show a department store shopper whose friends stage an “intervention” because she is spending more than she needs to. My comment today in Retail Wire:

The commercials are clever and make their point effectively about the off-pricers’ reason for being. I do question whether combining the two brands (Marshalls and TJ Maxx) into one spot is smart. Most consumers don’t realize that these two nameplates are part of the same company…isn’t it worthwhile to establish a clear brand identity for one store or ther other?

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