to compete with fast-fashion retailers. This led to always-on promotions and waning consumer loyalty from a base that had always seen Joe Fresh as a go-to for quality wardrobe essentials.
in order to restore trust and show new consumers that Joe Fresh’s value extends beyond price to encompass quality, versatile design, and season-less style for a broad range of consumers.
replacing inexpensive, trend-driven fast fashions with quality wardrobe staples that can be worn across seasons and occasions in key merchandising and brand communications.
