Joe Fresh: affordable and stylish clothing for everyone
Irresistible fashion for Everyone. Affordable fashion for Anyone.
Joe Fresh is one of Canada’s leading fashion retailers, with products available in 380 Loblaw locations across Canada.
In 2004, Loblaw invited Canadian designer Joe Mimran, a co-founder of the Club Monaco retail chain, to create a whole new fashion line that would be sold in Loblaw stores. The new line would offer fashionable, affordable clothing and accessories to adults. This would round out their already successful line of children’s clothing.
Mimran had previously worked with Loblaw in developing its President’s Choice Home Collection of merchandise.
In March 2006, Joe Fresh Style made its debut at forty Real Canadian Superstore and Atlantic Superstore locations. The styles were contemporary and the colours were fresh. Now, shoppers could easily stock up on groceries and purchase clothing for themselves and their families, all at one comfortable location.
The Joe Fresh line includes exciting and reasonably priced clothing, shoes, handbags and jewellery for both kids and adults. If you’re looking for beauty products and bath items, yep, they have that, too.
Pictured here, Joe Fresh,
St. Laurent Center, Ottawa, Ontario.
The Joe Fresh line was christened “cheap chic” by the media. However, while the clothing was certainly chic, the Joe Fresh quality was definitely not cheap. The Joe Fresh line offers co-ordinated pieces so that you can create an outfit that can be mixed and matched into more than one look.
Joe Fresh prices are displayed in round numbers, rather than the old-fashioned way of knocking a penny off the price to make it seem cheaper.
In 2007, Loblaw expanded their Joe Fresh product line to include sleepwear, lingerie, and children’s wear. In 2008, swimwear and sunglasses were added, followed by cosmetics in 2009. By this time, market research showed that Joe Fresh had become the second-biggest-selling clothing label in the country.
Within its first year and a half, Joe Fresh enjoyed
$400 million in retail sales.
As a Canadian brand, Joe Fresh supports new talent and entrepreneurs in the fashion industry. In 2015, Joe Fresh partnered with Ryerson University in Toronto to establish the Joe Fresh Centre for Fashion Innovation. The Centre nurtures and supports budding fashion-related businesses.
Today, Joe Fresh is one of Canada’s leading fashion retailers, with products available at over 1450 retail locations, including over 350 Loblaw locations, 1,100 Shoppers Drug Mart locations and 11 freestanding stores.
Communications and Marketing
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