Tuesday, April 09, 2013

Fashion Doesn’t Control Women, But Women Control Their Fashion


New study finds that fashion doesn’t control women, but women control their fashion, using it as a tool to express themselves

FRAMINGHAM, MA (April 9, 2013) /PRNewswire/ — Prepare to strike the phrase “fashion victim” from your vocabulary. A new study from T.J.Maxx, one of the nation’s leading off-price retailers, in partnership with Dr. Hazel Clark, Research Chair of Fashion at Parsons The New School for Design, discovered that 87 percent of women said they are not controlled by fashion, but that they control fashion, using it as a tool to express their personality (77 percent) and individuality (74 percent).

Findings show that women are not confined by trends or siloed by style profiles. They are taking fashion into their own hands, with more than half of women (55 percent) interpreting trends to make them their own. They are fashion chameleons – on average, describing their personal style using four different profiles, transforming from classic and conservative to unique and artsy at the crack of a closet door. In fact, nearly two-thirds (63 percent) of women who described their personal style as classic also continued to describe themselves as trendy and stylish.

It’s no wonder 77 percent of women said they want more options to express themselves. But one thing remains consistent – they prioritize quality items (38 percent) and great prices (45 percent) when building their personal style palette.

“Findings clearly show that women are feeling empowered by fashion, not confined by it. They see it as a creative outlet that allows them to express who they are, not what’s on the runway or a mannequin,” said Dr. Clark. “They aren’t looking for some cookie-cutter approach to shopping or to copy a head-to-toe look. They turn to stores like T.J.Maxx to feel in control of their fashion choices and find top quality pieces at great prices, giving them more options to self-express.”

Ultimately, personal style is just that – it’s personal, with 88 percent of women agreeing that they dress for themselves, not for others, and only a quarter of women saying they dress to “fit in.” Personal style impacts more than just how women look, with 91 percent of women agreeing with the statement “when I look good, I feel good.” Which may explain why more than two-thirds of women (69 percent) enjoy the art of getting dressed, viewing it as a creative outlet and something instinctual and natural. And, when they achieve that desired look they feel confident (44 percent) and satisfied (21 percent).

“Fashion can speak volumes, which is why I spend time getting to know my clients, so that I can select pieces that truly reflect their individuality and give them that added confidence on the red carpet,” said Fashion Stylist Leslie Fremar, whose client list includes Charlize Theron, Scarlett Johansson, Reese Witherspoon and Julianne Moore. “Places like T.J.Maxx serve as a playground of possibilities filled with the great quality, designer items at incredible prices, so that they have more opportunities to express their various personal style personas.”

T.J.Maxx is also inviting women to show what inspires their personal style, asking them to put together a self-expression Pinterest board for a chance to win a $1000 shopping spree with T.J.Maxx Style Scout Helena Glazer of fashion blog Brooklyn Blonde in New York City. For more information and to enter the MaxxExpression Pinterest Contest for your chance to win, visit: tjmaxx.com/maxx

All statistics are a result of the February – March 2013 survey conducted by Braun Research, a strategic communication research consulting firm. The survey was completed by 1,000 women between the ages of 18-54 and the results can be viewed in the illustrated infographic here.

Since its first store opening in 1977, T.J.Maxx has helped customers maximize their budgets by offering the same on-trend, in season, first quality merchandise as department and specialty stores, but for much less. When shoppers compare price tags they will find that T.J.Maxx offers value that goes beyond just a low price. Every item on the rack offers consumers the combination of high quality, current season designer merchandise at unbelievable values. T.J.Maxx is the nation’s largest off-price retailer, with more than 1,000 stores spanning 49 states and Puerto Rico. For fashion tips, style alerts and more, visit Facebook at facebook.com/tjmaxx, Twitter at @tjmaxx and Pinterest at pinterest.com/tjmaxx. For more fashion news and images, visit our newsroom at media.marshallstjmaxx.com.

NO PURCHASE NECESSARY; Contest begins at 12:00:00 a.m. EST on April 9, 2013 and ends at 11:59:59 p.m. EST on May 7, 2013; open only to legal U.S. residents of the 50 United States and D.C. who are 18 years old or older and not a minor; see Official Rules at TJMaxx.com/pinterest-rules for additional eligibility restrictions, prize descriptions/restrictions/values, odds, and complete details; limit one (1) entry per person; void where prohibited. Sponsor: The TJX Companies, Inc.


Media Contact:

Mara Hershkowitz
Office: 212-642-7756

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