Monday, June 6, 2016

Joe Fresh Leaves America

When the Canadian-based clothing brand Joe Fresh first came to America in 2011, it introduced itself with a hip, fashion-oriented ad campaign. By 2014, the nationwide distribution deal through JC Penney--which gave Joe Fresh prominent positioning in stores from coast to coast--was a challenge because of Penney's troubles, but Joe Fresh was still pursuing international marketing.

By 2015, Joe Fresh was in only 200 Penney stores but pushing multichannel marketing for US customers. Now Joe Fresh is closing its flagship US stores and its US deal with JC Penney is over.

Will the brand try America again? US customers can still shop online or cross the border to a freestanding Joe Fresh store or a store inside/next to a Loblaw's across Canada. 

The brand, owned by Loblaw's, uses social and digital media to reach fans of cheap chic fashion. Its FB page has 266,000 likes, its Twitter feed has 94,000 followers, its Snapchat account is @JoeFreshSnaps, and its Pinterest boards have 14,000 followers. It has an app with special deals and a blog for content marketing.

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