MARSHALLS CUBE HANDBAGS POP-UP

Client:

Marshalls is a multi-billion-dollar off-price retail company whose shoppers (more female than male, roughly ages 25-55) are equally interested in fashion and value.

Challenge:

Marshalls had recently launched its “Cube” section; a store-within-a-store geared to female shoppers ages 18-30 looking for on-trend clothing at lower prices. The challenge of the project was to create a mini-site on the Marshalls website, populated with a map of a typical Cube section with pop-ups that explained what made products in this section different from the regular Marshalls store. 

Solution:

The key to making this copy successful was not just to talk about how the products were different, but to use the slightly younger, more conversational and more on-trend tone to relate to the shopper and differentiate this section. Phrases like “empty your wallet” and “Just for, oh, half the price” (and others used throughout the mini-site) conveyed that slightly edgier style of both the section and the products available within it.