Yes, I’ve seen these similar-looking posters and advertisements at the sky train stations before. Yes, I do think some of these outfits are pretty cute. Yes, I would love to try some out and possibly buy them. No, I did not know that Joe Fresh Style is Superstore’s main clothing line.
A couple of weeks ago, I was skyping with one of my besties from Montreal and she was wearing a really cute t-shirt that I’ve never seen before. So, I complimented on her outfit and asked where she got it from.
“Oh, I just bought it from Superstore when I was doing my grocery shopping. It was such a great deal and it’s quality is surprisingly good as well.”
I couldn’t believe my eyes. I’m a bit of a shopaholic and I kind of became curious of Joe Fresh and what made them choose to launch their clothing line with Superstore of all the choices they had.
That’s why I began to do my mini-research on Joe Fresh. It seems like Joe Fresh first launched its clothing line in 2007 and their sales have reached $400 million by the end of the year. They also predicted that their sales is expected to hit $1 billion, “which would make it Canada’s largest apparel manufacturer”. (Vancouver Sun, 2007)
I would’ve never considered shopping at Superstore for fashionable items before but it seems like Joe Fresh have done a pretty good job on re-branding its position. My attitudes toward Joe Fresh Style have changed overnight! At least I know how to motivate myself to go grocery shopping next time I visit Superstore! I found my experience with Joe pretty fascinating and thought it would be a good example of a company which succeeded in re-branding.
If you’re interested in reading more about success of Joe Fresh, check it out:
http://www.canada.com/vancouversun/news/arts/story.html?id=d9761d8e-defc-445a-8fce-88102604ed50