How Might Marshalls’ New Influencer Strategy Impact Its Competitors?

Marshalls, owned by TJX Companies, has introduced its first-ever team of style influencers, the “Marshalls Good Stuff Style Collective.” This move comes alongside the launch of an online spring capsule, handpicked by celebrity stylists Molly Dickson, Zerina Akers, and Enrique Melendez. They’ve collaborated with Marshalls to curate the new collection showcased in “The Edit by Marshalls,” a trend report for spring/summer 2024.

They also leveraged their expertise and Marshall’s buyer insights to curate “The Edit Shop,” which is an e-commerce storefront on Marshalls’ website dedicated to seasonal beauty and fashion trends that simplifies the shopping experience for consumers. Alongside this, Marshalls offers other storefronts, such as “The Designer Shop” and “Made in Italy” for designer goods and items imported from Italy, respectively. According to Marshalls, “The Edit Shop is a simplified shopping tool to help shoppers score what’s trending seasonally across fashion and beauty.”

By introducing these style influencers, Marshalls aims to offer shoppers access to top-notch fashion insights and trends without breaking the bank. The Style Collective emphasizes quality fashion at various price points, showcasing Marshalls’ commitment to delivering affordable luxury.

Sonya Cosentini, VP of brand marketing at Marshalls, expressed excitement about partnering with renowned stylists to enrich the shopping experience for Marshalls’ customers.

“We are always looking to give our consumers access to what they want when they need it most — whether it be great quality fashion for any budget, style inspiration, or the inside scoop on shopping our stores like a pro, plus so much more. Enrique, Molly and Zerina are some of the most in-demand and talented fashion stylists in Hollywood, and we are so excited to partner with them to bring their invaluable styling advice to Marshalls customers.”

Sonya Cosentini, Vice President of Brand Marketing, Marshalls

Marshalls has also released background information about each influencer in hopes of drawing stronger connections with their intended audiences. Each of their Instagram accounts has between 100,000 and 350,000 followers.

Molly Dickson, a celebrity stylist recognized for her contemporary mix of high fashion and streetwear, sees the partnership as an opportunity to share her top shopping tips with her followers. “When I moved to New York as a fashion assistant, I would shop at Marshalls, and now, I still find myself shopping at Marshalls,” she said. “Where else can I get a luxury handbag and a good pair of jeans that are up to my standards in quality with amazing prices?”

Zerina Akers, an Emmy Award-winning costume designer and celebrity stylist, is known for her bold and cutting-edge styling, inspiring experimentation with fashion. “It’s really fun to be able to partner with Marshalls. Fashion has been gatekept for so long, and it’s shifting into a way where it’s really in the hands of the consumer now,” she explained. “I think the Marshalls shopper is hardworking. They appreciate good quality, they appreciate affordability, and they don’t want to sacrifice that quality for affordability.”

Enrique Melendez, a Los Angeles-based celebrity stylist, is credited with sparking the “goth revival” in 2022 and is celebrated for his storytelling styling technique. “My mother worked multiple jobs just to keep us afloat and make sure that I had everything, but also that I wasn’t counted out because of what I did and didn’t have access to,” he shared. “And by shopping at Marshalls, I was able to have access to brands or premium products that I would see on either television, music videos, or fashion magazines.”