Joe Fresh, the Canadian fashion brand owned by Loblaw's, began a promising distribution deal with US-based J.C. Penney in 2011.
Unfortunately, Penney has had difficulties in this challenging retail environment.
At its height, Joe Fresh was featured in nearly 700 Penney stores across the shopping centers of America. Today, the fashion brand is being sold in only 200 Penney stores.
Still, Joe Fresh has number of proprietary stores in the US, and it's expanding 50 Joe Fresh stores in Canada, where the brand is well-known and popular. It's also bringing its brand directly to US consumers via a new app, shown above, available for iPhones and iPads and promoted on the brand's Facebook page (224,000 likes). Multichannel marketing is a must to reach Millennials, as Joe Fresh is well aware.
Joe Fresh is highly social, with 10,000 followers for its Pinterest page, 49,000 Instagram followers, and 76,000 Twitter followers.