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Tesco: Womenswear

Autumn 10

The Look

Tesco is clearly backing outerwear and knitwear for autumn 10, with rail after rail offering different interpretations on the categories.

A Burberry-inspired sheepskin flying jacket, military jackets and wool coats all stand out. Chunky knit tops, cardigans and capes add texture, as do velvet dresses, brocade jackets and dresses and leather trousers.

Like most of the autumn 10 collections seen elsewhere on the high street, the palette at Tesco sticks to neutral tones, comprising black, burgundy, grey and beige. The supermarket’s new F&F Trend sub-brand aimed at the 15 to 25-year-old market serves up psychedelic prints, intarsia knits, body-con faux-leather dresses and suede skirts.

Key pieces

  • Sheepskin flying jacket
  • Intarsia knits
  • Beige two-piece suit, teamed with a high-neck lace blouse

Right for the market?

Tesco is using its website to trial more trend-led pieces, including a wool coat with cut-out panels. But there is plenty of fashion product too. Leather trousers may not suit the older Tesco shopper, but a Victoriana trend of frilly blouses will appeal. Drapers didn’t spot the classic camel coat anywhere - a key look for next season - meaning Tesco could have missed a trick.

F&F Trend is perfectly pitched to its target customer, while prices have been lowered slightly on the premium F&F Couture collection to provide better value.

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