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expertly rese ing the board to make the
unfilled niche not merely apparent but
unavoidable.WithJoeFresh,Mimran’s coup
appears to be recognizing that whimsical
cuts and colors needed to be accessible on
an entirely different level. “The variety of
color, the pricing structure, the fact that
[Joe Fresh] is not available everywhere but
is convenient to pick up where it
is
avail-
able—it’sa, excuse thepun, freshapproach,”
saysMarshal Cohen, chief industryanalyst
for market research firmNPDGroup.
Still, there’s the question of whether
the brand will have the same appeal
outside its grocery store incubator, as well
as whether it can hold up to the wither-
ing scrutiny of New York City’s fashion
set. Can clothes manufactured to sell in
Canadian supermarkets really compete
with ultra-high-tech Japanese basics and
H&M collaborations with Versace?
The cosmopolitan Mimran, who splits
his time between Joe Fresh’s two hubs in
New York City and Toronto, is bullish. He
plans to amp up the line’s runway sensibil-
ity for the flagship while still pushing the
bright colors and hypermodern aesthetic
that have worked well for Joe Fresh in
the past. “I think when you have the kind
of success we have had, and you get the
kind of response that we’ve go en here in
Canada, you look at it and say, ‘We should
go out and give it a good fight outside our
own borders,’” he says. “It looks like we’re
well on our way to doing that.”
The rest of
Hemispheres’
editorial staffers
think that senior editor
JACQUELINE
DETWILER
should really chill out with the
orange pants already.
1998. Soon a er, everyone from Bill
Clinton to RobinWilliams was seen
sporting Roots’ duds.
TimHortons
A er decades of suc-
cess in Canada, this
coffee and doughnut
shop merged with
Wendy’s Interna-
tional in the U.S.
market in 1995 (it has
since gone independent, and public),
which helped it spread to more than
600 locations in the Northeast.
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