TJX Europe (TK Maxx)

Good Values has worked closely with TJX over the last 10 years to create, test, implement, measure and evolve an innovative Corporate Responsibility strategy that truly sets the company apart from its competitors in terms of brand reputation, sustainability and social impact.

With the Fashion Retail market under increasing pressure from stakeholders to act responsibly, TJX recognised a real opportunity to create a truly innovate Corporate Responsibility strategy.

TJX approached Good Values in 2003 to create a new strategy and proposition that would differentiate TJX from its competitors and build the company’s reputation as being committed to the communities it operates in by engaging stores, customers and the local community.

Following our Return on Social Investment Model™, we conducted a Health Check and extensive stakeholder engagement across both customers and employees. After testing several overall CR propositions, TK Maxx ‘Real Responsibility’ was born, which we then helped drive across the business.

After scoping the strategic opportunities, Good Values created a series of breakthrough community campaigns that have resulting in a significant increase in TK Maxx’s brand reputation with their customers.

Two high profile, award-winning campaigns have led the way; ‘Give Up Clothes for Good’ encourages customers to bring unwanted clothes in store which are then donated to Cancer Research to sell in their shops, and the Comic Relief Official T-Shirt partnership, which continues to build year on year. Both campaigns have delivered a return on investment for the business, while raising over £20 million for the charities involved.

We are currently reviewing TJX Europe’s Corporate Responsibility strategy and are working with them to develop a new 5-year strategy to secure their position as CR industry leaders in core European markets from 2013-2018.


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