Canadian fashion basics brand Joe Fresh is turning to mobile with a new shopping app.
Now that the affordable but trend-savvy brand has six free standing stores in New York, the first of which opened in 2011, it has ramped up a bit of a turf war with like-priced brands including H&M, Forever 21 and Uniqlo.
The shop on-the-go app, which was available for download on iTunes as of Monday, will allow customers to browse the brands’ styles for women, men, kids, toddlers and babies, and allow the company to expand its reach in the U.S. market.
Joe Fresh, a unit of Loblaw Companies Limited, currently operates the six New York stores, including a flagship Fifth Avenue location and it is also widely sold through shop-in-shops at J.C. Penney. Products are available at more than 350 retail locations across Canada, in South Korea, Saudi Arabia and Egypt as of last year, and on joefresh.com.
App users will be able to scan product barcodes in store for direct links to product details and instant purchase, making for a more integrated experience across brick-and-mortar and mobile. The app also allows users to sign in to review previous orders, track existing order delivery status, and access one shopping cart that will stay updated across desktop, mobile or tablet. A Store Finder feature will also help users locate their closest Joe Fresh store.
Joe Fresh also just tapped in-demand young model Karlie Kloss to be the new face of the brand, and the 22-year-old said in a statement last month, “My style is very simple and chic and I think these pieces are right up my alley.”