The Joe Fresh brand has been enjoying great success. It has broad product appeal, focusing mostly on kids and adults.
The brands core consumer has been shopping moms. The brand has avoided the fickle Millennial demographic, judging this market segment to be too elusive as a target and too susceptible to unpredictable fads. Millenials have not been a Joe Fresh priority. To some extent, the brand has been positioned against the young adult as its standalone stores and through its more upscale "Fresh Off the Runway" collection, which features products that are slightly higher priced and meant to appeal to the fashion-savvy young adult.
Now However, the company is wondering whether the Joe Fresh bran can find a way to attract the attention and support of the Millennial generation.