Canadian grocer Loblaw’s has announced that it will be opening a clothing-only store for its Joe Fresh line this fall—dead set in the heart of the high-end 5^th Ave district. Could this be the beginning of the low-spend, high-trend era?

Joe Fresh has been a hit in Canada with its stylish, low-cost alternatives to pricey fashion. The line was an addition to the Great Canadian Superstore Chain boasting its selection as “the styles you crave at the prices you love” and has never looked back ever since. Now, as the brand has grown in popularity, they are preparing to build their first ever clothing-only store in arguably North America’s most notable shopping districts.

Rather than trying to compete with Gucci, Prada or Burberry, the brand is aiming to establish themselves as an affordable yet fashionable alternative to the high-end name brands. Furthermore, with the publicity generated by the new venture the brand is hoping to make their 5^th Ave. location a flagship for the brand as they prepare to open 4 similar locations throughout the US, as well as 20 throughout Canada.

The first store is a trial-by-fire experiment, intended on testing the market’s acceptance for the brand in real-life instances. Many wonder whether the 5^th Avenue location is the best place for a pilot project however Joe Fresh maintains its confidence in the move. Moreover, the venture will allow the chain to understand whether the low-price fashion can branch out from its former mainstay in the grocery/department store environment (affectionately known as Superstores north of the border) and perform as a stand-alone product.

The word ‘affordable’ has become synonymous with the Target brand since its introduction to the American economy and now they are seeking to add ‘fashionable’ to that list.

With the re-release of 34 dresses as part of their GO International Designer Collection March 13^th, Target is aiming to take a slice out of the budget fashion market with its wallet-friendly approach. It’s unclear whether the move was pre-empted or an attempt to keep stride with competition, but the company is showing confidence in both its fashions and consumers’ loyalty.

Each season features a new designer and items are only available for 90 days after the release.

Directed at a younger, more cost-conscious audience, designers include the likes of Rodarte (by Laura and Kate Mulleavy), Alice Temperley, and Rogan Gregory just to name a few.