If you are female, you have it in your DNA. If you are male and have it too, shopping is never a drudgery. We, the shoppers, create our own fun and games in the stores, especially when we’re on adventure mission mode for a bargain.
Enter the Maxxinista. She reads the September issues. If you have to ask, stop now and thanks for stopping by.
She seeks silhouettes, colors, fabrics. This is not about brands, it’s all about style, tempered by what you can get away with for dates, work, conferences, you know…the cleavage factor…a.k.a. how short IS that skirt.
In a lot of high end retail, the selection is curated and adapted from the runway collections. In TJ Maxx, it’s great knock offs and prizes galore. At half the price or less. Mastering the experience is part of the empowerment, right?
This retailer knows their shopper psyche, enhancing the experience with better merchandising, nicer dressing rooms with a limit of TEN garments, not 6, and don’t forget they have year-round layaway!
Only yesterday, which was Labor Day, I overhead a well-heeled woman in a very busy TJ’s store exclaiming delight at finding current Nordstrom dresses at half the price. She was beaming, I might add.
Those Ellen Tracy “Spartan Green” skinny jeans for $39.99? Those Vince Camuto slim fit spot-on trendy blue ankle pants for $24.99? Searching and finding trendy Michael Kors key pieces that fit?
What’s not to love? Half off. What’s not to inspire more shopping?
Now stop and think about the 60% of the population that hasn’t had a raise effectively since Lyndon Johnson was President. Welcome to the largest shopper segment in America.
What’s your strategy to win her over?