TK Maxx highlights fashion and style

TK Maxx trying to shed its perception as a cheap clothing retailer by focusing more on current fashion trends in its latest TV ad featuring an exclusive track performed by British rapper Maverick Sabre.

The discount store, which prides itself on offering “labels for less”, is encouraging people to celebrate their individuality through fashion trends under the strapline “Do your thing.”

TK Maxx hopes to show it offers the latest fashion trends at up to 60 per cent off RRP, not just cheap prices. The voiceover states: “Love your style, respect your money.”

Ads feature street dancers wearing designer pieces following the latest trends including graphic prints, 50s-style menswear and monochrome, available at TK Maxx.

Maverick Sabre has recorded a version of Charles Wright and The Watts 103rd Street Rhythm Band’s track “Do Your Thing” for the ad. The track is available to download on iTunes.

The retailer is also encouraging shoppers to interact with the brand through the hashtag #doyourthing.

Catrina Funk, TK Maxx creative director, says: “Our spring/summer TV campaign is a celebration of each and every one of us. From old to young, TK Maxx loves the fact that everyone is different with their own individual style- they walk and dance to their own unique beat.”

The campaign runs until 6 May.

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