Marketing of Joe Fresh

This report discusses the value proposition, SWOT analysis, target market, and recommendations for Joe Fresh, a Canadian fashion brand. It also elaborates on the company's strengths, weaknesses, opportunities, and threats.

Running head: MARKETING OF JOE FRESH
Marketing of Joe Fresh
Name of the student
Name of the University
Author note

1MARKETING OF JOE FRESH
Executive Summary
The purpose of this report is to discuss about the company Joe Fresh and provides a
background in relation to their business. It discusses about the value proposition in relation to
a product line and how it helps in strengthening the relationship between the customers and
the company. It discusses about the strength, weakness, opportunities and threats in relation
to Joe Fresh and it elaborates on the target market in relation to the company. It expounds on
the target profile of the company and provides recommendations that can help in the growth
of the company.

2MARKETING OF JOE FRESH
Table of Contents
Introduction................................................................................................................................3
Value Proposition.......................................................................................................................3
SWOT Analysis and Summary..................................................................................................5
Target Market and Positioning...................................................................................................8
Conclusion..................................................................................................................................9
Recommendation......................................................................................................................10
References:...............................................................................................................................11
Appendix :................................................................................................................................14

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Introduction
Joe Fresh is the name of a fashion brand that has been created by the designer Joe
Mimran for that of Canadian food distributor Loblaw Companies Limited. The label is
instrumental in selling stylish along with affordable apparel which includes that of adult
along with children wear. The line of Joe Fresh is available in more than 300 Canadian
supermarket along with superstores (Joefresh.com., 2018) It has also entered within the U.S
market and it has got pop-up stores within that of New York City. The mission statement of
the company revolved around producing high quality apparel at a price that is affordable. It is
committed to serving the needs of all kinds of customers- from the poor to that of the
affluent. Integrity in relation to product design along with that of great price are the key
factors in relation to Joe Fresh that has enabled it to be successful within that of the Canadian
market. The values of Joe Fresh revolves around catering to the needs of all kinds of
customer from that of women, men to that of the children. Value is added to that of the
products of Joe Fresh by the help of their superior service, expertise, exclusivity, convenience
and experience (Kong et al., 2016). The key issues in Joe Fresh pertains to that of the limited
range of the products and the lack of promotions that acted as a hindrance for the company.
This report will focus on the value proposition along with SWOT analysis of the company. It
also discusses about the target market in relation to Joe Fresh and the recommendations that
can help in improving the products pertaining to the company.
Value Proposition
A brand is made with the help of accumulation of the experiences along with that of
behaviour between the product, service and that of the company. Positioning in relation to Joe
Fresh helps it to adapt to that of the changing markets along with customer behaviour. The
value propositioning of women’s clothing has been created because it is relevant within the

4MARKETING OF JOE FRESH
present market. The innovations in relation to women’s apparel have helped it in attracting
the attention of the young generation (Weiner, 2017). The customer of the present age
prefers to buy things online and illuminating on the special features of the products can help
in drawing a large number of customers. The distinct attributes of the products related to
women’s clothing has enabled it in attracting the consumers of Canada. The products
pertaining to women’s clothing are credible and much of what is promised to the consumers
are provided to them that helps in adding to the value proposition of the brand. The women’s
apparel has a long-term outlook that helps in enhancing the value pertaining to the brand
(Seifert et al., 2015).
The value proposition related to women’s clothing of Joe Fresh is created with the
exclusive range in relation to the women’s clothing- from dress to that of formal wear. One
can choose from a vast range- sweater, dresses, shirts and denims from which one can
choose. There is a special section called “Wear to work” and one can rework the office
wardrobe with the help of their innovative range. One can choose from pleated pant, hem
skirt, chino pant, sleeve blouse and different kinds of tunics. The value proposition of the
brand has been created owing to the fact that there are different kinds of offers for the plus
sized women (Hsiao & Liu, 2016). Joe Fresh provides the plus sized women with the
opportunity to buy garments that have the same style and with the same price. They can get
all kinds of apparel from Joe Fresh and the different kinds of discounts that they get helps in
attracting a large number of customers. The women can also buy work out apparel from the
fashion brand that helps them in getting the sporty look in which they can work comfortably
in the gym. Different kinds of clearance sales are offered like that of mid-season clearance
which offers discounts upto 30 %. The discounts are offered on all kinds of women’s clothing
that helps in drawing the attention of a large number of women (Opiri & Lang, 2016). One
can get a discount of upto 25 % on all kinds of products and the maximum discount that is

5MARKETING OF JOE FRESH
offered is upto 72 %. There are also opportunities for free shipping that can draw many
consumers. There are different kinds of promotional offers and the weekend sales helps in
creating value for the fashion brand. One can also take the advantage of different kinds of
coupons that they can make use of for purchasing garments at the minimal pricing (Aviv, Wei
& Zhang, 2018). The discounts and promotional offers help the consumers to get superior
products at a lower price and the value proposition helps in creating a strong relationship
between the products of the brand and the consumers.
SWOT Analysis and Summary
Strength Weakness
 Stylish and innovative garment
 Affordable pricing
 International expansion
 Specialized marketing enterprise
 Dearth of mission statement
 Lack of strong vision
 Limited Product line
Opportunities Threats
 Highly developed economy
 Opportunities for plus-sized women
 Offering of promotional codes
 Presence of competitors like Ardene,
Garage and Hatley
 Changes in lifestyle
 Rising price of the raw materials
Figure: SWOT Analysis of Joe Fresh
Source: Created by the Author
Strengths of Joe Fresh
The label Joe Fresh is synonymous with that of fashion in Canada. It is a leading
manufacturer of clothing and other kinds of fashion accessories that suits the taste of the
consumers. The huge range of products that is offered at a discounted price helps in

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augmenting the popularity of the brand in the market (Parrott, Danbury & Kanthavanich,
2015). The brand is reputed for producing stylish and innovative garment at a price that is
affordable. The strength of Joe Fresh lies in the fact that the customers include a vast cross-
section of the customers across that of Canada. The company does not have to rely on a small
section of consumer base and the strength pertaining to the company is provided by the fact
that it has been able to move into the domain of international expansion in 23 countries over
the course of last few years (Huang & Sarigöllü, 2014). The brand of Joe Fresh is able to get
financial banking along with support. Specialized marketing expertise have helped in the
creation of identity of the brand within the market that has enabled its expansion within the
fashion centric locations within Canada. The expansion of the brand that has been facilitated
with the advent of globalisation has helped in attracting teens along with young adults (Choi
et al., 2015).
Weakness
Joe Fresh should try to become a transparent company and involve the customers in
the path to redemption. The lack of any kind of mission statement is a cause of weakness for
the brand and the dearth of a strong vision can come in the path of the success of the brand.
The product line of Joe Fresh which comprises of apparels along with beauty products and
accessories can be said to be limited within the fashion segment. There are many other
companies that have broadened its product line to that of home décor, furniture and that of
personal grooming (Bhatia, 2018). The emergence of globalization and the online presence of
Joe Fresh has enabled it to expand in other markets. It is also a reason of weakness for the
company because any change pertaining to consumer taste can have an impact on the revenue
earned by the brand. Different kinds of regulatory along with political changes taking place
will be difficult for Joe Fresh to gauge and hence it can adversely affect the fortune of the
company (Choi, 2016).

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Opportunities
The saturation in relation to the developed economies along with that of changing
taste provides opportunity for the popularity of Joe Fresh fashion brand. The Canadian
economy is highly developed and the great amount of natural resources is a reason for the
growing lifestyle of the people. This is a reason that helps in drawing a lot of consumers
towards the brand. The expansion in relation to the product line can help in opening a gamut
of opportunities for the company and it can also help in differentiating it from that of the
competitors (Ren, Chan & Ram, 2017). The opportunities in relation to the fashion brand has
been thrown open with the help of the different kinds of coupons and discount offers that is
provided by the retail chain. The plus-sized women also can take the advantage of different
kinds of apparel that they can get from Joe Fresh and it helps the company in expanding the
consumer base.
Threats
The Canadian market is flooded with a large number of Canadian retailers like that of
Ardene, Canada Goose, Garage, Hatley, Jacob, Laura, Marshall’s and Lululemon Athletica.
The presence of different kinds of fashion markets has made the competition stiff for the
fashion brand Joe Fresh. There is intense competition from these players in the market that
poses a serious threat pertaining to existence of Joe Fresh. The lifestyle that is undergoing
changes on constant basis is also a major threat for the fashion brand. The threats faced by the
premium brand is in relation to fake products that can have an effect in relation to the brand
equity. Trademark along with intellectual rights are important for the reputation and success
of the company (Dissanayake & Sinha, 2015). The unauthorized use pertaining to these can
cause severe harm for the image of Joe Fresh. The threats pertaining to Joe Fresh is on
account of the fact of rising price pertaining to raw materials. The resources that fashion

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industry uses are finite and this creates threat for the fashion brand. The profitability brand is
at risk by that of 3 percentage points and may geographies on which the fashion brand is
dependent has to face risk on account of environmental disruption (Choi, 2016).
Target Market and Positioning
Demographics
The target market for Joe Fresh are those people who belong to the age group of 15-
30 years old. The fresh line of products that is offered by Joe Fresh helps in attracting the
young people. There are exclusive range of choices for both the men and the women and the
huge range of products offered can help in drawing a large number of customers. The well-
educated people who are followers of the fashion trends will like to buy from the brand so
that they can get a smart look (Armstrong et al., 2015). The professional group of people
who have to go to work on daily basis will like to buy the clothing line of Joe Fresh so that
they can look fashionable while going to work.
Psychographics
The target market from the perspective of behavioural variable are those consumers
who think of shopping to be a kind of social activity. An individual who is a pursuer of
fashion trend will get drawn towards the fashion brand- Joe Fresh. There are people who are
brand conscious and they will like to shop from these company so that it can fulfil their need
(Ozdamar Ertekin & Atik, 2015). The need for a smart along with fashionable look will
compel the customers to buy from the brand.
Geographic Variables

9MARKETING OF JOE FRESH
The target market of Joe Fresh on the basis of geographic variables comprises of the
entire Canadian population and the online presence in relation to the brand has helped in its
growing popularity. The climate of Canada is diverse like that of the landscape and it enjoys
both the harsh cool weather along with that of the scorching heat. The men can buy from an
exclusive range of jackets and blazers and the women can also purchase stylish coats and
pants that can suit the harsh weather of Canada (Godey et al., 2016). The different kinds of
stylized apparels can help in luring customers towards the retail chain.
Behaviour Variables
Joe Fresh helps in providing a pleasant shopping experience to the consumers. The
online presence of Joe Fresh provide great convenience for the common people and they can
look at the website whenever they feel like (Giovannini, Xu & Thomas, 2015). The range of
products that is offered by the fashion brand helps in pleasing the distinctive taste of the
Canadian population. The discounts, clearance sales and promotional offers that are offered
by the company helps in creating interest among the Canadian population (Schembri &
Latimer, 2016). A large segment of the population belong to the upper middle class and they
can want to purchase the products of Joe Fresh so that they can look sophisticated. The
superior quality of the products helps in providing satisfaction to the customers.
The position of the company has been created with the help of its distinct services that
help to set it apart from the competitors. The competitors pertaining to Joe Fresh does not
cater to the needs of any particular segment and they do not take into account any kind of
extremes pertaining to temperature while manufacturing their garments. The competitors do
not offer the clearance sales that is offered by Joe Fresh that helps in creating a distinct
identity for the brand.

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Conclusion
The value is created in relation to women’s clothing because the products are relevant
within that of the present market. The innovations pertaining to the apparel of Joe Fresh has
helped in getting the attention of the consumers. The present-day customers prefer the online
mode of buying and the special features in relation to the products can help in attracting a
large number of people. The customers of Joe Fresh are spread throughout the entire
Canadian population and hence the company does not have to be dependent on a small
number of people. Product line pertaining to Joe Fresh is limited in the sector of fashion as
there are other companies in the market that are broadening the product line. They are now
selling home décor and other products related to personal selling. Joe Fresh is instrumental in
offering discounts along with promotion codes of different kinds that has added value to the
fashion brand. The rise in relation to price of the raw materials is a cause of threat for the
brand. Resources pertaining to fashion industry are finite and this can prove to be detrimental
for the retail chain. The young people who are in the age-group of 15-30 act as the target
market in relation to Joe Fresh. There are people who indulge in the activity of shopping as
they perceive it to be a kind of social activity and they take recourse to the fashion brand for
fulfilling their urge for shopping. The young people who follow fashion will be attracted by
the fashion brand, Joe Fresh.
Recommendation
Emergence of the field of social commerce has necessitated that the process of
information sharing is more visual. There should be a streamlined process pertaining to
content production. The photos of Joe Fresh should be capable of communicating everything
minute related to the products that can help in convincing the customers regarding product
value. The close-up shot in relation to the buttons and hooks of the garments can greatly help
the brand in increasing its presence within the current market. Videos can be made use of and

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it can prove to be an excellent medium that can help the customers in knowing about the
distinctive features of their products. The videos can be made us of by Joe Fresh for
accentuating the shopping experience of the customers. It has a great impact on the behaviour
of the customer and it can help in motivating the customers so that they make frequent
purchase from Joe Fresh.

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References:
Armstrong, C. M., Niinimäki, K., Kujala, S., Karell, E., & Lang, C. (2015). Sustainable
product-service systems for clothing: exploring consumer perceptions of consumption
alternatives in Finland. Journal of Cleaner production, 97, 30-39.
Aviv, Y., Wei, M. M., & Zhang, F. (2018). Responsive pricing of fashion products: The
effects of demand learning and strategic consumer behavior.
Bhatia, V. (2018). Examining consumers’ attitude towards purchase of counterfeit fashion
products. Journal of Indian Business Research, 10(2), 193-207.
Choi, H., Ko, E., Kim, E. Y., & Mattila, P. (2015). The role of fashion brand authenticity in
product management: A holistic marketing approach. Journal of Product Innovation
Management, 32(2), 233-242.
Choi, T. M. (2016). Inventory service target in quick response fashion retail supply
chains. Service Science, 8(4), 406-419.
Choi, T. M. (2016). Multi-period risk minimization purchasing models for fashion products
with interest rate, budget, and profit target considerations. Annals of Operations
Research, 237(1-2), 77-98.
Dissanayake, G., & Sinha, P. (2015). An examination of the product development process for
fashion remanufacturing. Resources, Conservation and Recycling, 104, 94-102.
Giovannini, S., Xu, Y., & Thomas, J. (2015). Luxury fashion consumption and Generation Y
consumers: Self, brand consciousness, and consumption motivations. Journal of
fashion marketing and management, 19(1), 22-40.

13MARKETING OF JOE FRESH
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R.
(2016). Social media marketing efforts of luxury brands: Influence on brand equity
and consumer behavior. Journal of business research, 69(12), 5833-5841.
Hsiao, C. C., & Liu, F. M. (2016). Development and Validation of a Fashion Readiness
Scale: A Preliminary Report. In Rediscovering the Essentiality of Marketing (pp. 515-
515). Springer, Cham.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp.
113-132). Springer, New York, NY.
Joefresh.com. (2018). Retrieved from https://www.joefresh.com/ca
Kong, H. M., Ko, E., Chae, H., & Mattila, P. (2016). Understanding fashion consumers’
attitude and behavioral intention toward sustainable fashion products: Focus on
sustainable knowledge sources and knowledge types. Journal of Global Fashion
Marketing, 7(2), 103-119.
Opiri, J., & Lang, C. (2016). The Impact of the Self-esteem and Consumption Values on
Consumers Attitude and Intention to Purchase Luxury Fashion Products.
Ozdamar Ertekin, Z., & Atik, D. (2015). Sustainable markets: Motivating factors, barriers,
and remedies for mobilization of slow fashion. Journal of Macromarketing, 35(1), 53-
69.
Parrott, G., Danbury, A., & Kanthavanich, P. (2015). Online behaviour of luxury fashion
brand advocates. Journal of Fashion Marketing and Management, 19(4), 360-383.

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Ren, S., Chan, H. L., & Ram, P. (2017). A Comparative Study on Fashion Demand
Forecasting Models with Multiple Sources of Uncertainty. Annals of Operations
Research, 257(1-2), 335-355.
Schembri, S., & Latimer, L. (2016). Online brand communities: constructing and co-
constructing brand culture. Journal of marketing management, 32(7-8), 628-651.
Seifert, M., Siemsen, E., Hadida, A. L., & Eisingerich, A. B. (2015). Effective judgmental
forecasting in the context of fashion products. Journal of Operations
Management, 36, 33-45.
Weiner, H. E. (2017). Wearing your Ethics: Investigating Consumer Purchase Intention of
Ethically Produced Fashion Products.

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Appendix:
Existing Process New Process
The production process not being
organized
Streamlined process in relation to
content production
Generalized descriptions pertaining to
products
Detailed description of the products and
close-shot of the products
Images are currently used in the website More videos can help in the process of
marketing
Figure: Strategic Opportunity Matrix
Source: Created by the Author