Retail | Tommy Hilfiger and Calvin Klein come to Joe Fresh

Bench, Messi, Calvin Klein, Tommy Hilfiger. Clothing sold at Maxi and Provigo no longer only bears the orange Joe Fresh label. National brands have been making a gradual entry in recent months.

Didn’t see any of these brands when you went shopping? It’s normal. For the moment, they are only found in around fifteen stores in Quebec. This number will increase over the next year.

The Joe Fresh brand was launched 18 years ago. With clothing for women, men, children as well as shoes and boots, the section managed by Loblaw is currently found in 350 stores across the country (Maxi, Provigo, No Frills, Fortinos, etc.). “It has quickly become a very popular brand with Canadians,” says Ian Freedman, president of Joe Fresh.

Now after all these years, the company realizes that in addition to Joe Fresh, consumers have a penchant for Messi sweaters or Calvin Klein pajamas. “And there are consumers who are only looking for national brands,” acknowledges Mr. Freedman.

In order to attract new customers, Loblaw therefore decided for the first time to make room for other brands in its clothing and footwear categories, while continuing to sell items on which the famous orange labels.

This shift is not unrelated to the arrival of the new president and CEO of Loblaw, Per Bank. Previously in Europe, he was at the helm of Denmark’s leading food retailer, Salling Group.

“Per, our CEO, when he arrived from Europe, encouraged us to add national brands. We believe this will encourage more consumers to shop with us. And by discovering national brands, they will also discover Joe Fresh products,” says Mr. Freedman.

Seize the opportunity

Will customers be able to get their hands on children’s Adidas shoes or Tommy Hilfiger blouses in all Joe Fresh sections? The main interested party did not want to give a taste of the collections offered, because there will be a rotation of products and brands depending on the month and the stores.

“If customers find something interesting, I encourage them to buy it when they see it because [s’ils attendent]it may not be there when they come back to the store,” warns Ian Freedman.

Furthermore, Joe Fresh is known for selling clothing at low prices. Will pajamas and pants offered under other brands be as affordable? “It’s better to compare national brands with national brands sold elsewhere,” underlines the manager. It may be more expensive than the Joe Fresh product. But compared to national brands, it will be a very good price. »

In Quebec, by next year, a total of 35 stores (27 Maxi and 8 Provigo) will welcome these new clothing brands.

A double-edged sword

According to Marie-Eve Faust, professor at the École supérieure de mode and the department of strategy, social and environmental responsibility at UQAM, Loblaw’s shift can actually allow Joe Fresh to expand its customer base. However, clothing brands that decide to enter Maxi could lose their luster by being associated with mass fashion, or even ephemeral fashion (fast fashion).

She cites as an example the famous brand Pierre Cardin, first recognized in haute couture. The legendary name was then found on “a little bit of everything” to be accessible to a wider audience. Pierre Cardin was even found on cigarette packets. “It democratized fashion, but the idea also had a negative impact on the brand,” she emphasizes.

“Several others have done it too with different strategies. We remember the time when Target, in the United States, brought in great designers like Jean Paul Gaultier, she says. But these strategies were ad hoc, allowing for brilliant coups. »

“But when we move towards long-term strategies, brands have to be careful not to lose their luster. »

On the other hand, for Joe Fresh, this openness can allow him to move away a little from his disposable fashion image. “Instead of going towardsultra fast fashionthey will look for something different elsewhere. »