INNOVATIVE HIGH STREET FASHION RETAILER FEATURES CUSTOMERS IN NEW CAMPAIGN
21st MARCH 2014
Drawing inspiration from its own customers, TK Maxx has looked to eight UK shoppers to help represent the brand and inspire others to celebrate the wonderful things that make them unique.
Launching this week, the British shoppers join a diverse group of 12 TK Maxx real-life customers selected from stores across Europe. The shoppers will see themselves appear on television, billboards and in magazines and newspapers across Europe as part of the labels-for-less retailer’s new spring/summer 2014 campaign Me. By Me.
The shoppers were plucked from obscurity whilst browsing in stores spanning the UK, Ireland, Poland and Germany and signed up to star in TK Maxx’s Me. By Me. campaign. They represent a varied range of TK Maxx shoppers; from 25-year-old Malgosia found in TK Maxx’s Warsaw store, to 62 year old Olga spotted in London, who fabulously models TK Maxx’s swimwear.
The campaign centres around the insight 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 individual sense of style.
The UK cast features a selection of customers who all represent the essence of Me.By.Me due to their individual and unique style, including 82 year old photographer Martin Gordon from London who doesn’t plan to ever retire, fashion savvy five- year-old Henry Hawley and elegantly attired, laidback mother of three, Alix Hawley (38).
Other UK cast members include:
- Cameron Taylor (26), a travel enthusiast and beach aficionado with a skater style from London
- Justina Bailey (28), a graphic designer and self-confessed creative nerd with a quirky dress sense from London
- Louis Dewhurst (33), a dapper sports therapist and admirer of Elvis from Yorkshire
- Pia Sarkar (25), a student and lover of 50s music and bright lipstick from Brixton
The cast were taken on a trip of a lifetime to Cape Town, South Africa, where for 10 days they were encouraged to experiment with style and take part in a series of fun and experimental activities to help unlock their Me. By Me. mind-set. With no scripts or storyboards, the cast were given free rein to shape the direction of the campaign and experiment with a wide choice of clothing and accessories from stores to create their defining looks. TK Maxx simply acted as the fashion (and fun) facilitator.
Deborah Dolce, Group Brand & Marketing Director, TK Maxx, said:
“Me. By Me. is a celebration of our shoppers' spirit and individuality. At TK Maxx, we aren't interested in dictating style or prescribing outfits. Our stores are full of thousands of different gems, with everyday arrivals of designer labels, top brands, up and coming names, and stylish fashion, so that people can find unique pieces or make their own looks. Since everything is great value, it's all the more fun to experiment.
“We hope Me. By Me. will inspire everyone to keep an open mind, find something they love and express their own unique style."
The campaign conveys TK Maxx’s unique shopping concept providing shoppers an affordable way to experiment and try on new items to express their individuality. Unlike other high street stores, no two stores or days are the same. Each store has on average over 50,000 items, receiving an assortment of 10,000 new pieces, styles and colours every week of designer labels, top brands, up-and-coming labels, stylish fashion and one-off gems, at up to 60% less than the price you’d pay at a traditional department store or on the high street.
The stories of each of the cast have been captured on film and can be viewed online at mebyme.tkmaxx.com alongside style-inspiring content created by fashion lovers and TK Maxx shoppers across Europe who have uploaded their #MeByMe style online.
For style inspiration, go to mebyme.tkmaxx.com or join in the conversation at #MeByMe, for a chance to star in the final Me. By Me. TV advert on screen later this summer.
Brands vary per store.