The (Above Average) Joe: Would You Pay $90 for Joe Fresh?

I consider Joe Fresh to be a go-to Canadian retailer for chic and cheap basics. The quality is rather exceptional for the cost, with affordable pricing being the defining factor in most of their ad campaigns. The formula seems to work for them, which is why I was surprised to see the bloated price of $99 for the one lonely leather schoolbag in their Summer 2013 collection. The schoolbag itself is an obvious Cambridge Satchel knockoff, which is sad as it’s been quite some time since the bag had a major defining moment.

In a retail climate where everyone is aggressively jockeying to be a contender for customer’s disposable income, this handbag offering is perplexing to say the least. I think it’s safe to say that not too many school kid’s Moms will be willing to pay $99 for a knockoff from a company they have likely never heard of. Everyone is a critic, which means every piece manufactured should be highly curated and customer-centric. We have high hopes for you Joe! We want to spend our pennies at a true Canadian retailer, so don’t get lazy now. You can do better than this!

“Fresh Style? Fresh Price?”



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