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Tesco targets mature shoppers

Tesco will launch two sub-brands under its designer F&F label to target a more mature market and expand its menswear offer.

The new menswear and womenswear range, called Ultimate Comfort, will cater for an older market. It will debut in 200 stores at the end of this month.

Category director of buying for womenswear Jan Marchant said the 24-piece range would allow Tesco to "cover" the older market. "This collection will cater for older people whose bodies are changing. It's not about fast fashion - it's a premium brand offering fit and attention to detail," she said.

The range includes jersey tops, trousers, knitwear and outerwear, with trousers retailing at £10. Key features include elasticated waists, softer fabrics and longer sleeves to cover the tops of arms.

The brand will expand into footwear for autumn 07, followed by lingerie, although no timeframe has been set for the latter.

Teather & Greenwood analyst Greg Lawless said the move made sense. "Tesco's existing clothing is geared towards a younger market, which is not in line with its food customers. The older market is growing, so Tesco is tapping into that. Neither Asda nor Sainsbury's have a clear, older clothing offer."

Research group Mintel said the over-45s clothing market was worth about £12.6 billion last year, up 21% since 2001.

Tesco is also launching a menswear brand called Heritage for autumn, which will sit within F&F.

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