Joe Fresh has earned a lot of reputation in the global market for the style and fashion. Now it will be available in Abu Dhabi as well. The fresh fashion, design and enthusiasm of the brand will be open for the people. The brand is hopeful to receive good response in UAE; however it will be interesting to see the pricing strategy. Joe Fresh has similar Pricing Strategy all over.
Canadians in the Emirates have a reason to celebrate, with the opening of their beloved Joe Fresh in Abu Dhabi’s Yas Mall.
[Tweet “Canadians in #UAE have reason to celebrate, with opening of their beloved Joe Fresh in Abu Dhabi’s Yas Mall. #JoeFresh #YasMall”]
The move, in the form of a standalone store that is the first of many planned for the UAE, introduces the brand’s on-trend printed blouses, jersey dresses and coloured denims to the Middle East for the first time.
But how will a brand that offers stylish but inexpensive clothes alongside bread and milk in Canada’s major grocery stores fare in a market where luxury and designer brand names maintain a tight rein?
Joe Fresh was launched almost a decade ago by Club Monaco co-founder Joe Mimran and supermarket giant Loblaws. In 2010, the brand launched its first stand-alone Joe Fresh store outside of a supermarket setting, and two years later, its first international store opened in Manhattan, New York.
“When we launched Joe Fresh in 2006, our focus was really on Canada and creating an exciting new concept in fashion retail in that market, and building on our success, it was a natural proposition to look to the United States as a new avenue of growth,” says Mimran.
Then, last February, the brand announced its plans to further expand into 23 countries, across Europe, the Middle East and North Africa.
Last month, Mimran announced that he was stepping down from the Joe Fresh brand, telling Women’s Wear Daily: From its humble supermarket beginnings, Joe Fresh has grown to become an international fashion brand, with the associated runway shows, supermodel advertising campaigns and celebrity collaborations.
While the brand presents cutting-edge trends as well as versatile wardrobe basics in a budget-friendly context, it remains to be seen whether the latest Joe Fresh collections will be lapped up by the region’s fashion bloggers, who often opt for plush, brand-name fashion. Furthermore, critics may argue that such an affordable brand, especially with its supermarket-setting history, may not appeal to consumers in the opulent Middle East, who are in some ways infamous for flocking to fashion that’s blingy and extravagant.
Leave a Reply