We evolved the brand identity for The Runway at T.J. Maxx, a unique offering of luxury designer brands at steep values for T.J. Maxx consumers in-store and online.
This included elevated imagery, engaging copy and a signature set design that created a cohesive experience across Digital and Retail channels.
Creative assets showcased luxury product driving sales and elevating the consumer’s perception of QUALITY and VALUE found at T.J. MAXX.
Ben Cammarata, former CEO and Chairman of TJX, noted this Runway Campaign was the most successful in the history of the franchise, with a whopping +2% comp across all T.J. Maxx doors on the day of the launch.
A multi-page DM was mailed to over 350,000 T.J. Maxx loyalists, driving significant traffic in-store and online for the event. Cues to T.J. Maxx Brands , Fashion, Quality and Price are woven throughout the marketing communication.
Customized paid social units were deployed across Facebook and Instagram to create awareness and purchase-interest in The Runway Event.
Home Page Heroes and Emails were deployed, reaching over 6MM+ tjmaxx.com users making consumers aware of amazing on-trend designer fashion available at T.J. Maxx stores and online.
Large format signage was displayed in-store, helping to navigate consumers to premium designer brands and promoting a strong QUALITY offering at T.J. Maxx.