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Tesco fashion site takes its cues from Facebook

Tesco has launched a Facebook-inspired initiativeon its clothing website to encourage customers to swap fashion ideas and personalise their online shopping experience.
Fashionfile, which was unveiled this week at www.tesco.com/clothing, is described as a “personal space” on the supermarket’s website for shoppers.

Members will receive monthly email newsletters offering trends, fashion tips and monthly ‘must haves’. They can download articles from the email and upload information and pictures onto a personal ‘fashionfile’ page, which they can view on demand. Members can also recommend a friend to sign up to the free service.

By the end of November Tesco plans to launch the social networking aspect of the service, which will enable users to share fashion tips with friends via the site.

Up to 600,000 Tesco customers that are already part of the retailer’s Save in Style scheme have been automatically signed up to Fashionfile. Save in Style members have been able to buy clothing online from Tesco since the end of 2006.

A Tesco spokeswoman said: “Fashionfile is an interactive experience inspired by sites such as Facebook. People love to tear out photos of their favourite clothing from magazines. This is an interactive version of that.”

The newsletters will be tailored to male and female customers, with a blue page for the former and pink for the latter.

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