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.

Discussion

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

Latest

British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend
Viral Review: One Direction perfume 'prankvert' should have been a bigger hit
German beer brand Warsteiner tells drinkers to 'do it right'
SSE signs 10 year deal to sponsor Wembley Arena
Co-op bank posts losses of £1.3bn and expects no profits for two years
Morrisons digital boss Simon Harrow to leave the business
Tesco boss Philip Clarke backs CMO Matt Atkinson's 'enormous contribution' to brand