#MAXXINISTA: BUILDING A COMMUNITY OF BRAND ADVOCATES
How do you turn a forgotten off price retailer into an online success? Let consumers do it for you. We invited Maxxinistas to post their designer finds on Facebook and celebrated them in online videos, contests, TV and print. Before long the brand quickly gained momentum, building a community of hashtagging loyalists buzzing about the brand. While other retailers were dying, T.J.Maxx continually opened new stores throughout the country plus one successful online shopping experience. In 2014, TJX revenue surpassed Macy's. #Maxxinista, indeed.
