In an era that’s given rise to the phrase “luxury shame”—as JWT reports in our latest trendletter, “The Recession and Its Impact on Luxury”—it’s not too surprising that sister companies Marshalls and T.J. Maxx have jointly launched commercials in which women literally shame a friend who “always pays too much for designer labels.” In one of these “interventions,” a woman chides the over-spender: “Everyone thinks it’s disgusting!” The solution is to “get the same designer labels for less” at either of the discount chains.
The ads are in tune with the times, yet “the sales pitch feels grating,” as Adweek’s Mark Dolliver notes, given that “the proselytizers seem to be enjoying themselves a little too much.” One good alternative approach might be to emphasize the “opportunity cost”— tell women what they can do with the money they’ve saved by not buying full-priced designer gear. A new study in The Journal of Consumer Research found that most shoppers consider opportunity cost only when it’s made explicit; for example, people were roughly twice as likely to choose a 16GB iPod Touch over a 32GB model when the cost difference was described as “leaving you $100 in cash.”
So now the rise of the ’smart shopper’ is official, at least in NY. It looks like the recession messages from brands are getting more pointed every month.
I think this spot needs a shot of what the “addict” (ie, woman in pink) would be gaining by leaving that blue shirt behind.
Otherwise, bargain-hunting comes off as a sacrifice when it should be positioned as being FUN and fulfilling.