Tesco Ventures into Your Wardrobe (F&F Couture)

London,

Following their successful launch of ‘My’ department stores in the Czech Republic developed in conjunction with leading retail design consultants FITCH. Tesco's My department store in Liberec, near Prague was the first in a series of stores under the new concept with plans to upgrade other sites over the next few years, including Prague and Bratislava, which will become flagship stores for the new brand later this year.

 

Tesco, the UK-based grocery chain, is now launching a new fashion line. Branded F&F Couture, it will feature 16 items with prices up to $212 on clothingattesco.com later this month. The collection was unveiled during London Fashion Week complete with a runway show. Pieces included a vibrant printed silk tunic, a brown/white striped vest, a pastel printed pantsuit and a tulip skirt.

 

Jan Marchan, buying director at Tesco Clothing, said: "F&F Couture signifies a new era for supermarket fashion. And we're so confident that the range will be a success that work has already begun on the Autumn/Winter range."

 

However obscure it is to have a little fashion alongside your produce, the concept has worked at European retailers like Monoprix in France and Marks & Spencer, whose gourmet Simply Food stores complement their retail offerings. Wal-Mart (ASDA) and Target are also doing their best to create one-stop-shops for the busy consumer.

 

However, Tesco is going a bit higher-end, which will make it a tougher sell. It’s one thing to buy a £5 shirt at Wal-Mart, yet quite another to drop £65 on a jacket decorated with metallic silver sequins at a Tesco market. If their adverts are any indication, this affordable elegance should "prroduce" great results.

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