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Supermarkets win shoppers

The UK’s leading supermarkets made significant gains in clothing market share at the expense of middle-market retailers this summer, as cash-strapped shoppers continue to trade down to value ranges.
According to figures seen by Drapers from retail research firm TNS Worldpanel, Asda, Tesco and Sainsbury’s all grew their clothing market share by value for the 24 weeks to September 14.

Sainsbury’s clothing brand Tu saw the biggest growth, as its share rose from 0.8% to 1.1%. George at Asda’s grew from 3.8% to 4%, while Tesco’s share went up from 3.5% to 3.6%.

But the supermarkets’ gain was the middle market’s loss, as Next’s share fell from 6.1% to 5.9%, Marks & Spencer’s from 11.6% to 11.4% and Bhs’s from 2.4% to 2%.
A source close to the value market said: “The supermarkets are benefiting from M&S customers trading down from the M&S food offer. As these customers come to other supermarkets, they look at their clothing and buy that too.”

On Thursday, Tesco launched a 20%-off campaign on clothing, which will last for one week.

One high street retailer said: “We had a poor summer because of the weather, as did most of the high street. The supermarkets benefited from it though.”

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