Tesco adds brands in ecommerce fashion strategy

Tesco: adding fashion brands to its ecommerce site
Tesco: adding fashion brands to its ecommerce site

Tesco is increasing the number of brands available on its Clothingattesco.com website, as part of its strategy to become an ecommerce fashion destination.

In addition to non-Tesco labels, which sit alongside its own brands F&F and Cherokee, the retailer hopes to boost its credentials with more names signing up for spring/summer 2012.

It is also creating a 'Sports and Outdoor' category in an attempt to build on an expected increase in consumer interest in sports and outdoor activity in the run-up to the London 2012 Olympics.

The category will include brands such as Kelly Holmes, Shock Absorber, Regatta, Speedo, Head and Mitre.

As part of Tesco's drive to capitalise on London 2012, it is expanding its relationship with former Olympic athlete Dame Kelly Holmes.

As a non-sponsor, it is not allowed to make specific reference to the Games. However, it plans to feature Holmes - who is also an ambassador for Olympic sponsor BT - in broader marketing activity. This will extend beyond store appearances and range branding, as part of its healthy-living push during the Olympic year.

Tesco will also extend its swimwear offering, with the introduction of five further brands, including Zoggs and Oyster Bay.

The fashion focus also crosses into lingerie, with the addition of nine brands to the site. These include Aristoc, Playtex, Gossard and Wonderbra.

At the same time, Tesco is substantially increasing the breadth of brands available across its entire online womenswear offering. New brands available include Ice Blossom and Divine Grace, a premium range designed for younger consumers.

The range is intended to give the supermarket a more fashion-forward feel online, with the introduction of more trend-led and 'statement' pieces. In its accessories and shoes section, meanwhile, Tesco will begin selling the Moda in Pelle footwear brand.

According to a spokeswoman for the retailer, the labels have been selected with the aim of giving consumers 'more choice, with different styles and price points, which means there is something to suit all tastes and budgets'.

The brand has also continued to invest in its own F&F brand and will be promoting the F&F Limited Edition range, available exclusively online.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers