TJX Company's Multi-branding Strategy

TJX multi-branding strategy is used to reach different areas of consumer needs, and to broaden their consumer base. Currently their are fiver stores part of the TJX family in America; Marshall's, TJ Maxx, Sierra, HomeSense, and HomeGoods.  All of the  TJX stores offer name brand products at discounted prices. Each store covers  different area of products such as  clothing, shoes, house hold product, food, and outdoor supply. All of the TJX stores are different, each  catering to a different consumer base such as Sierra specializing in outdoor product at a discounted price or HomeGoods in house hold items. 

 

Here is a deeper understanding of the TJX store:

TJ Maxx/Marshall's 

TJ Maxx and Marshall's are two of the TJX company's most famous and popular stores. Other than their  name their is not much different between these stores. Both store sell the same if not very similar products such as clothing, jewelry, beauty products, handbags, shoes, and more. Even the layout between the store is the same with women clothing and shoes  in the front,  men clothing hidden somewhere to the side, and small random home wear in the back. Yet for some reason some people prefer one over the other for no apparent reason. The general consumer base is women between the ages of 18-29 looking for textile goods.  

Sierra 

A lesser known and newer addition to the TJX family, Sierra specializes in brand name outdoor gear at a very reasonable price. Sierra carry's brands such as Cotopaxi, Lucky Brand, Canada Goose jackets, and other lesser known outdoor brands. They even sell outdoor supply you cannot buy at other TJX store such as rock climbing rope, bear spray, tents, sleeping bags, and more.  The consumer base around this store is consumer with a interest in the outdoors who don't want to spend thousands of dollars on good gear. Both men and women tend to shop often at this store. 

HomeSense vs. HomeGoods

While both of these store essentially sell the same goods, they have a very different Consumer base. HomeGoods generally sells more cozy and unique home wear items  while  HomeSense tends to lean towards more modern and luxury goods. Consumer looking for cozy accessory, or unique furniture to their home would shop at HomeGoods. While Consumer looking for modern decorations with simple designs and simple luxury furniture would shop at HomeSense.