Joe Fresh
Encyclopedia
Joe Fresh is a fashion brand
created by designer Joe Mimran
for Canadian food retailer Loblaw Companies Limited. "Joe," as the label is often referred to, is promoted as stylish and affordable apparel and accessories that includes adult and children’s wear, shoes, handbags, jewellery, beauty products and bath items. The line is currently available at over 300 Canadian supermarkets and superstores, in addition to a number of stand-alone locations. More recently, Joe Fresh has entered the American market with the opening of a number of permanent and seasonal pop-up retail
stores in New York City
and region. The brand's new international flagship store on Fifth Avenue will be unveiled in 2012.
retail chain and the name behind the Alfred Sung
brand, with the idea of creating a new line of fashion. The designer had previously worked with Loblaw in developing its President's Choice
Home Collection of merchandise. While the company had offered children’s clothing in its superstores, it had never made the foray into the adult market. Mimran and Loblaw soon identified a market niche, namely fashionable but highly affordable clothing. “Out of our discussion came the idea of style at an incredible price.” Much, though, was left to Mimran’s intuitive sense of what would sell:
Mimran noted that both “integrity of product design” and a “killer price point” were key, along with the practical considerations associated with selling a clothing line in a supermarket, since both the retail environment and merchandise “had to stand up to the wear and tear of shopping carts and the traffic flow.”
and Atlantic Superstore
locations. With “fresh classics and colours,” Joe took the “legwork out of everyday clothes shopping” by putting it in one convenient location. News reports described the launch as "a big gamble" for both the food retailer and designer. In fact, the branding represented the first time Mimran’s name actually appeared on one of his labels. "Now, Mr. Mimran is finally being thrust into the public spotlight, becoming a brand in his own right." The use of ‘Joe,’ according to Mimran, was a very deliberate decision that gave the private label “instant credibility.” Meanwhile, "Fresh" not only drew an association with the supermarkets where the clothes would be sold but also the line’s simple, clean aesthetic.
Dubbed ‘cheap chic’ by the media, Mimran insisted that, while chic, Joe Fresh was anything but cheap. “There is no doubt that we are offering superb quality for the price,” noting that “the clothes can be washed, they can be worn.” News reports also took note of the brand’s philosophy of making things not only affordable but anything other than complex, whether in terms of coordinating individual items or the line’s overall pricing strategy:
One retail analyst expressed the view that consumers would be more likely to buy based on the line’s style and in-store retail convenience rather than price point.
Within its first year and a half, Joe Fresh had chalked up $400 million in retail sales.
As a believer in “vertical retailing,” Mimran typically oversees every stage in the Joe Fresh design, production, sales and marketing process – in contrasted to the traditional retailer, who buys wholesale and marks-up in order to make a profit. The end result is a product line branded under the company’s own label, sold in its own retail outlets, and priced without reference to wholesale margins. Managing all aspects of the process not only allows Mimran to be competitive on pricing but also innovative in terms of design and manufacture:
According to Mimran, it’s not only a matter of bringing more value to the end product, “you’re also bringing an idea, a thumbprint to the consumer.”
But while Loblaw management was cautious in its tone regarding Joe’s entry into the American market, Mimran spoke more ambitiously, envisioning as many as 800 stores across the United States in five years, and the possibility of taking the label beyond North America, into Europe and Asia. He noted that Joe Fresh already competes successfully with international brands at home in Canada. “Today, if you have a proposition that resonates, it can work across cultures and borders.” Mimran also expressed the view that considering the enormous sales volume of the brand in Canada, to not attempt an entry into the U.S. market and beyond would be a matter of "shortchanging ourselves."
, that Joe began ringing in sales at its first permanent U.S. outlets. New York City's first permanent Joe Fresh store is slated to open in November 2011, located in Manhattan's Flatiron District, while the brand's new international flagship headquarters, located on Fifth Avenue and 43rd Street, will be ready for the spring of 2012. The New York ad campaign has featured the slogan, "Irresistible fashion for Everyone. Affordable fashion for Anyone."
in Toronto
, Canada
.
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
created by designer Joe Mimran
Joe Mimran
Joseph Mimran is a Canadian fashion designer and entrepreneur best known for launching the Club Monaco and Joe Fresh brands.-Early Life:...
for Canadian food retailer Loblaw Companies Limited. "Joe," as the label is often referred to, is promoted as stylish and affordable apparel and accessories that includes adult and children’s wear, shoes, handbags, jewellery, beauty products and bath items. The line is currently available at over 300 Canadian supermarkets and superstores, in addition to a number of stand-alone locations. More recently, Joe Fresh has entered the American market with the opening of a number of permanent and seasonal pop-up retail
Pop-up retail
Pop-up retail, also known as pop-up store or flash retailing, is a trend of opening short-term sales spaces in Canada, the United States and the United Kingdom.-History:...
stores in New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
and region. The brand's new international flagship store on Fifth Avenue will be unveiled in 2012.
Concept
In 2004, Loblaw approached Joseph Mimran, co-founder of the Club MonacoClub Monaco
Club Monaco is a mid-priced, high-end casual clothing retailer owned by Polo Ralph Lauren. With more than 69 stores in North America, the retailer has locations in Canada, Hong Kong, Macao, Taiwan, South Korea, China, the United Arab Emirates, Malaysia, Indonesia, Singapore, Saudi Arabia, United...
retail chain and the name behind the Alfred Sung
Alfred Sung
Alfred Sung is a Chinese-born Canadian fashion designer, producing apparel, fragrance, accessories and home fashions for women and men. He was born in Shanghai and raised in Hong Kong. Sung is the brother of late Hong Kong actress Lydia Shum.-Early life:Sung aspired to become a fine artist...
brand, with the idea of creating a new line of fashion. The designer had previously worked with Loblaw in developing its President's Choice
President's Choice
President's Choice also known as “PC,” is a private label or store brand owned by Loblaw Companies Limited, Canada’s largest food retailer. As the company’s premium line, President’s Choice includes a wide variety of grocery and household products, in addition to financial services and mobile...
Home Collection of merchandise. While the company had offered children’s clothing in its superstores, it had never made the foray into the adult market. Mimran and Loblaw soon identified a market niche, namely fashionable but highly affordable clothing. “Out of our discussion came the idea of style at an incredible price.” Much, though, was left to Mimran’s intuitive sense of what would sell:
...we had no idea what the consumer would want from a food store; we had no idea whether the prices would resonate, whether they wanted casual dress versus something dressier. Everything that was done at that time, we did it really without very much research. We just said let's build a line, let's design the stores, the marketing, the [rounded dollar] price points. We went with bright colours and tasty colours because it was a food store, and all of these things were all done intuitively, and it worked.
Mimran noted that both “integrity of product design” and a “killer price point” were key, along with the practical considerations associated with selling a clothing line in a supermarket, since both the retail environment and merchandise “had to stand up to the wear and tear of shopping carts and the traffic flow.”
Launch
In March 2006, Joe Fresh Style debuted at 40 Real Canadian SuperstoreReal Canadian Superstore
Real Canadian Superstore is a chain of hypermarkets owned by Canadian food retailing giant Loblaw Companies. Its name is often shortened to RCSS or Superstore....
and Atlantic Superstore
Atlantic Superstore
Atlantic Superstore is a Canadian supermarket chain of 54 stores in the Maritime provinces of Nova Scotia, New Brunswick, and Prince Edward Island...
locations. With “fresh classics and colours,” Joe took the “legwork out of everyday clothes shopping” by putting it in one convenient location. News reports described the launch as "a big gamble" for both the food retailer and designer. In fact, the branding represented the first time Mimran’s name actually appeared on one of his labels. "Now, Mr. Mimran is finally being thrust into the public spotlight, becoming a brand in his own right." The use of ‘Joe,’ according to Mimran, was a very deliberate decision that gave the private label “instant credibility.” Meanwhile, "Fresh" not only drew an association with the supermarkets where the clothes would be sold but also the line’s simple, clean aesthetic.
Dubbed ‘cheap chic’ by the media, Mimran insisted that, while chic, Joe Fresh was anything but cheap. “There is no doubt that we are offering superb quality for the price,” noting that “the clothes can be washed, they can be worn.” News reports also took note of the brand’s philosophy of making things not only affordable but anything other than complex, whether in terms of coordinating individual items or the line’s overall pricing strategy:
Joe Fresh is all about co-ordinated pieces, aimed at making it easy for shoppers to mix and match a blazer, pants and top. The signs display the prices in round numbers, shunning the strategy of knocking a penny off the price to make it seem cheaper.
One retail analyst expressed the view that consumers would be more likely to buy based on the line’s style and in-store retail convenience rather than price point.
Sales
Seven months after the launch of Joe Fresh, Loblaw reported that sales had exceeded the company’s own projections. “Every one of our sales objectives that we have set, we have surpassed,” noted Louise Drouin, senior vice president of general merchandise. Mimran also expressed his personal satisfaction with the brand’s acceptance among consumers. “I’ve been involved with many projects over the years, and I can tell you the response to this has been overwhelming.” But retail consultant, Dalan Bronson of the J.C. Williams Group, while impressed with the Joe Fresh line, was more cautious, contending that the jury was still out on the brand’s long term prospects, given the fickle nature of the fashion trade.Product line
In 2007, Joe Fresh began expanding the line to include sleepwear, lingerie, and children’s wear, “and quickly became the top seller of kid’s clothing in the country.” Swimwear and sunglasses were added in 2008, and in 2009 Joe Fresh Beauty debuted with an array of reasonably priced cosmetics, at $8 or less. By then, the brand had become the second biggest selling clothing label in the country, according to market research. A Maclean’s magazine article noted Joe’s appeal amongst a wide range of consumers:
Since its inception, Joe Fresh has been a smash hit with suburban soccer moms. But experts have been a little surprised by how many young urbanites, regulars at Holt Renfrew and other high-priced boutiques, are willing to snap up $29 cable-knit sweaters and $49 skirts without the slightest hint of shame. Many, in fact, openly boast to friends about their great finds.
Within its first year and a half, Joe Fresh had chalked up $400 million in retail sales.
As a believer in “vertical retailing,” Mimran typically oversees every stage in the Joe Fresh design, production, sales and marketing process – in contrasted to the traditional retailer, who buys wholesale and marks-up in order to make a profit. The end result is a product line branded under the company’s own label, sold in its own retail outlets, and priced without reference to wholesale margins. Managing all aspects of the process not only allows Mimran to be competitive on pricing but also innovative in terms of design and manufacture:
In addition to peppy, nicely made, current-but-not-runway-slavish sportswear, there are avant-garde signature pieces. The jewel of the fall collection is a bell-shaped neoprene coat—in orange, naturally—inspired by a vintage Balenciaga, which will retail for $99. Balenciaga, he explains, was able to achieve antigravity shapes through the use of expensive, double-weave fabrics that aren’t available anymore. “We first showed it in wool, but the wool wasn’t really capturing the shape. So I thought, why don’t we try neoprene?” he says. “It’s like an art piece and sculptural and at the same time, it’s so brand correct.”
According to Mimran, it’s not only a matter of bringing more value to the end product, “you’re also bringing an idea, a thumbprint to the consumer.”
Expansion
In 2010, Joe Fresh moved beyond the supermarket aisle with the opening of its first stand-alone store, located in downtown Vancouver. Months later, the company announced its intent to open 20 dedicated outlets across Canada, six to be completed by year’s end. Although media reports speculated that the brand would remain strictly a Canadian phenomenon, in 2011 Loblaw announced its most ambitious plans yet for Joe Fresh – four retail outlets slated for metropolitan New York with “an international flagship store” on Fifth Avenue. Mimran declared it the right move at the right time. "We felt it was time to make the first step into the international market with a store in the American fashion capital, and one of the most exciting cities in the world, New York." But in confirming the brand’s entry into the American market, Loblaw president Allan Leighton pointed out that it was “very much a pilot project.” One retail analyst, Kaileen Millard-Ruff of market researcher Synovate Canada, referred to the opportunities and pitfalls faced by Canadian retailers who head south of the border in hopes of staking a claim:
Joe Fresh definitely has an opportunity there, and the U.S. is looking for more cheap chic,” she said. “And the designs don’t look cheap, they look more sophisticated. It all comes down to whether Loblaw will put in the cash to do it properly, because in New York you have to look like a big thing to be a big thing... that’s everything on execution from the space, to product, to fixtures, to lighting. Fifth Avenue is not the cheapest real estate around.”
But while Loblaw management was cautious in its tone regarding Joe’s entry into the American market, Mimran spoke more ambitiously, envisioning as many as 800 stores across the United States in five years, and the possibility of taking the label beyond North America, into Europe and Asia. He noted that Joe Fresh already competes successfully with international brands at home in Canada. “Today, if you have a proposition that resonates, it can work across cultures and borders.” Mimran also expressed the view that considering the enormous sales volume of the brand in Canada, to not attempt an entry into the U.S. market and beyond would be a matter of "shortchanging ourselves."
New York
In July 2011, New Yorkers were given a sneak preview of Joe Fresh fashion with the opening of a 600 square foot ‘pop-up’ summer store, replete with a wall display of brightly coloured flip-flops, at the Long Island resort of East Hampton Village. New York City's first glimpse of Joe followed in the fall with the October opening of a temporary "Holiday store" on Madison Avenue. But it was with the unveiling of stores at Bridgewater, New Jersey, and Garden City, New YorkGarden City, New York
Garden City is a village in the town of Hempstead in central Nassau County, New York, in the United States. It was founded by multi-millionaire Alexander Turney Stewart in 1869, and is located on Long Island, to the east of New York City, from mid-town Manhattan, and just south of the town of...
, that Joe began ringing in sales at its first permanent U.S. outlets. New York City's first permanent Joe Fresh store is slated to open in November 2011, located in Manhattan's Flatiron District, while the brand's new international flagship headquarters, located on Fifth Avenue and 43rd Street, will be ready for the spring of 2012. The New York ad campaign has featured the slogan, "Irresistible fashion for Everyone. Affordable fashion for Anyone."
Fashion Week
Joe Fresh shows off its Spring/Summer wear in October and will hit the runway with its Fall/Winter collection in March at LG Fashion WeekLG Fashion Week
LG Fashion Week is an event held in Toronto, Canada in March and in October . It is the biggest fashion week held in Canada and it is the second largest fashion week in North America after New York. It is a very important Fashion week in Canada and in the world because it shows Canadian culture...
in Toronto
Toronto
Toronto is the provincial capital of Ontario and the largest city in Canada. It is located in Southern Ontario on the northwestern shore of Lake Ontario. A relatively modern city, Toronto's history dates back to the late-18th century, when its land was first purchased by the British monarchy from...
, Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
.