Case study - TJX (TK Maxx)

Background:

The Fashion Retail market has come under increasing pressure from stakeholders to act responsibly. TJX has always been a company to act with integrity. They recognised there was a real opportunity to ‘punch above their weight’ and create an innovative cause marketing strategy and programme in the retail marketplace.

Brief:

TJX has employed Giving is Good on several occasions over the past 10 years. Working in partnership, we have created cause marketing strategies and initiatives that look at ways TJX can find innovative ways to ensure they deliver business return. At the same time, these deliver positive social impact in the communities where they operate.

Results:

• Building TJX brand reputation by +36%

• High profile and award-winning Flagship cause marketing initiatives with Cancer Research UK and Comic Relief that have gone on to raise in excess of £70m

   

“We have worked with Giving is Good for more than a decade, as they really understand what works commercially for a business in the retail environment. They created our award-winning ‘Give Up Clothes for Good’ campaign, which has built our brand reputation since launch and has raised in excess of £40million for Cancer Research UK”

Jo Murphy, AVP Corporate Responsibility, TJX Europe