page_title: T. J. Hughes
section_title: Sales strategy
hierarchical_section_title: T. J. Hughes / Sales strategy
caption_attribution_description: English: TJ Hughes, Sheffield, UK
context_page_description: T. J. Hughes, registered and styled as TJ Hughes, is a British discount department store brand which first emerged in Liverpool in 1912.
  The chain grew to become a national chain with 57 shops by 2011 but shrank to just six locations after entering administration that year. In recent years, the chain has opened and closed various new sites and as of 2020 trades from 18 shops.
context_section_description: In December 2005, TJ Hughes launched an online store through eBay, with eBay claiming that the retailer was the first in the United Kingdom to sell its main products through the auction site. The store launched with 110 lines including DVD players, digital cameras and perfumes. TJ Hughes said its eBay shop represented an opportunity to increase sales and brand awareness.
  One of the retailer's advertising tactics was to feature relatives of famous celebrities in their advertisements. For example, they used former Manchester United F.C. player Wayne Rooney's brother Graeme Rooney as part of an advertising campaign.
  During 2007, the company unveiled its largest advertising campaign to date. This featured celebrities’ family members, with recruits to the campaign including Carol Vorderman’s mother, Jonathan Ross’s mother and Robbie Williams’ father. The aim of the somewhat unusual series of ads was apparently to eschew passing on the costs of celebrity endorsement to customers, which TJ Hughes claims is the case for a number of its competitors.
caption: Former TJ Hughes shop in Sheffield
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