Shoppers may notice that designer names are hidden for certain items on the TJ Maxx and Marshalls websites.
While off-price stores like TJ Maxx and Marshalls are a helpful avenue for brands to offload their inventory, some designers don't want it to be known how deeply they are discounting their goods. "If any of the discounted stuff gets picked up in a search engine then it compromises that brand's ability to sell at full price everywhere," Morgan Stanley's Kimberly Greenberger said. Shoppers looking online for deals at TJ Maxx and Marshalls have likely noticed something on those websites: not all items have their designer listed.Kimberly Greenberger, managing director at Morgan Stanley, told Business Insider's Mary Hanbury in 2018 there's a simple reason for this.
"If any of the discounted stuff gets picked up in a search engine then it compromises that brand's ability to sell at full price everywhere," Greenberger said. The off-price channel is helpful for brands that need to offload inventory. In stores, shoppers encounter a "treasure hunt" kind of experience that has them finding designer deals hidden among the racks. But that equation becomes tricky online, where brand names and prices are searchable. The jumpsuit is by Rebecca Minkoff, and the jacket is by Theory.In part because of this dynamic, off-price retail has not traditionally been a strong online business.
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