Tesco’s F&F own label has introduced collections clearly defined by trends and created its own prints for the first time, as part of continued efforts to develop its design handwriting.
For autumn 12, F&F has covered four major trends - Salute, Belgravia, Neo Gothic and Heritage - across casual and formalwear. Previously, womenswear was built around “general themes” and did not have the depth in covering trends, according to Tesco buying director Bernadette Lusher.
Collections clearly defined by trends make it easier for the customer to shop, as they recognise trends highlighted across the media, Lusher told Drapers. She expects key pieces for the season to be a Victoria Beckham-inspired shift dress and a Burberry-style puffer jacket.
Prints are now also being designed in-house, working directly with suppliers.
The F&F design team has benefitted from the expertise of former Marks & Spencer design manager Kate Crossey, who joined the business at the start of the year.
Director of clothing, Jill Easterbrook, also told Drapers that - contrary to reports last month that Tesco would reduce general merchandise space as part of a revamp of its existing stores – clothing space will not be cut.
Easterbrook said: “Clothing is a really important anchor point for our general merchandising. If anything, clothing will benefit from [ongoing] store revamps.”
Reporting its preliminary figures last month, Tesco said that general merchandise, clothing and electricals sales had dipped 3.9% in the year to February 25.
The supermarket is the fourth largest retailer for clothing in the UK by volume, generating over £1bn in sales.