TK Maxx is a Marmite type retailer, you either love it or hate it, and until recently I was very much a hater. All that trailing through rail after rail of “stuff” just wasn’t for me. But when I met the TK Maxx team and heard about their S/S14 campaign Me by Me, I was encouraged to re-think.
The retailer convinced eight British normal customers, including 82 year old Martin from London and 62 year old Olga – who models a swimsuit – to represent the brand and inspire others to celebrate the wonderful things that make them unique. The campaign centres around the idea that people are at their happiest and most confident when they are their true selves. It aims to inspire shoppers to unlock their individuality and celebrate their own sense of style.
The resulting images and video campaign are both uplifting and inspiring and I love the fact they’ve used customers of all ages.
TK Maxx is also inviting people to share their individual style with the world by hash tagging their photos and videos, which will be collated online at MebyMe and contain lots of inspirational images and videos from real shoppers who are celebrating their own style identity and encouraging others to do the same.
If you are a TK Maxx refusnik, I encourage you to take another look, as your shopping experience can very much depend on which branch you visit. Having had many unsuccessful trips to the Leyton branch, I stumbled on the Gold Label range at the Charing Cross Road store on my way to Foyles. I’m loathe to say too much, for fear of other fashion types jumping on the bandwagon, but lets just say today I’m wearing a dress by one of my favourite designers, reduced from £1000 to £100!!
TK Maxx I love you and your celebration of individuality!