The TKMaxx expansion railroad shows no sign of slowing, let alone hitting the buffers, as its combination of fashion brands, low prices and dynamic assortment changes finds wider appeal and acceptance within the style sensitive streets of London, and now the expansive plains and diverse demographics of Westfield Stratford.
Whilst the unpredictability of the assortment, particularly the brand presence, has always been a positive pull creating the allure of an Aladdin’s Cave, the opportunities and challenges of a larger portfolio have stimulated the development of more structure and consistency both in the range itself, and the segmentation and display within the stores.
Fashion position and profiles have been promoted since the first London store with the now permanent presence of “Gold Label” featuring higher level, catwalk designer brands such as D&G and Iceberg, the “Contemporary” area houses a range of modern fashion forward labels whilst “MODBOX” is home to lesser known but trending brands from around the globe.
These fashion position areas, branded and labelled with love, continue to develop a stronger in-store-presence, and are complemented by more consistent categories creating defined destinations for each gender group including baby, toddler, toys and home.
Lingerie, accessories and footwear are equally displayed with increasing authority ensuring that no visit is now a waste of time but a perfect balance of expectation and exploration.
The empire expands through engagement, converting new evangelists to its unique proposition in every frontier town that the TKMaxx trailblazer encounters.
Are you struggling to find the balance of expectation and exploration?
Is it time to re-examine that way you group and segment your assortment and present propositions from your customers’ perspective?
VM-unleashed has worked with a variety of brands and retailers helping to define the correct assortment segmentation, whilst developing in-store visual propositions appropriate for the customer.
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VM-unleashed monitors and celebrates best practice such as TKMaxx, to advise our clients and make then more profitable.