Canadians in the Emirates have cause to celebrate, with the opening of their beloved Joe Fresh in Abu Dhabi’s Yas Mall tomorrow.
The move, in the form of a standalone store that is the first of many planned for the UAE, introduces the brand’s on-trend printed blouses, jersey dresses and coloured denims to the Middle East for the first time.
But how will a brand that offers stylish but inexpensive clothes alongside bread and milk in Canada’s major grocery stores fare in a market where luxury and designer brand names maintain a tight rein?
Joe Fresh was launched almost a decade ago by Club Monaco co-founder Joe Mimran and supermarket giant Loblaws. In 2010, the brand launched its first stand-alone Joe Fresh store outside of a supermarket setting, and two years later, its first international store opened in Manhattan, New York.
“When we launched Joe Fresh in 2006, our focus was really on Canada and creating an exciting new concept in fashion retail in that market, and building on our success, it was a natural proposition to look to the United States as a new avenue of growth,” says Mimran.
Then, last February, the brand announced its plans to further expand into 23 countries, across Europe, the Middle East and North Africa.
Ahead of Thursday’s opening, Mimran claims prices won’t be marked up for the region.
“We have a very consistent pricing strategy around the world,” he says. “We’ve always stayed true to our core values: great style at a great price.”
Last month, Mimran announced that he was stepping down from the Joe Fresh brand, telling Women's Wear Daily: "It's gratifying to see that vision expand to new international markets. We've organised a seamless transition plan and I'm confident I leave Joe Fresh poised for continued success around the world."
From its humble supermarket beginnings, Joe Fresh has grown to become an international fashion brand, with the associated runway shows, supermodel advertising campaigns and celebrity collaborations.
“I still get a thrill when I see someone wearing Joe Fresh, which fortunately is pretty often,” says Mimran. “It’s exciting to see how people put our pieces together in their own unique way.”
While the brand presents cutting-edge trends as well as versatile wardrobe basics in a budget-friendly context, it remains to be seen whether the latest Joe Fresh collections will be lapped up by the region’s fashion bloggers, who often opt for plush, brand-name fashion. Furthermore, critics may argue that such an affordable brand, especially with its supermarket-setting history, may not appeal to consumers in the opulent Middle East, who are in some ways infamous for flocking to fashion that’s blingy and extravagant.
Nonetheless, Mimran is confident in the brand’s potential in the UAE.
“The market we’re entering is eager for easy, affordable fashion choices,” he says. “It’s an exciting place for a brand like Joe Fresh.”
Remaining true to the brand’s “fashion for all” mentality, there won’t be any designs exclusive to the region.
“It is important for us to deliver a consistent experience across all our stores around the world,” says Mimran. “When you walk into a Joe Fresh Store, whether in Toronto, New York, Seoul or Abu Dhabi, we want you to experience Joe Fresh in the same way, including design, merchandising and branding.”
For the summer season, Mimran says that floral prints, patterned shorts and lightweight, distressed denims are staple styles. “White denim always looks chic for summer, and because it’s neutral, it pairs perfectly with almost any kind of top,” he says. “I also like the functionality and cool factor of sport-inspired pieces, like our slim track pants.”
artslife@thenational.ae