With sales up over the previous year, T.J.Maxx proves it’s still fashionable to be frugal. While it remodeled stores to enhance the shopping experience, the brand still has lingering image challenges among shoppers. The brand changed its marketing to emphasize its current on-season trends of first quality. But from a business point of view, the brand has no problems. It’s one of the most consistent performers in retail with a long track record of generating sales and earnings growth in good times and bad.