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Tesco: Menswear

Autumn 10

The look

An Americana look informs the men’s offer from Tesco’s more casual F&F Blue sub-brand, with plenty of checked and tartan shirts, ripped jeans and faux-leather jackets (at a pocket-friendly price of £39).

Elsewhere, the supermarket serves up a strong outerwear collection featuring military wool-blend coats for £65, wool-blend pea coats, quilted jackets and a trench coat for just £25. Chunky knits, music-motif T-shirts and coated jeans also catch the eye. Unlike the womenswear offer, Tesco’s menswear collection has plenty of colour on show, with bright blues, reds and greens used across T-shirts and cardigans.

Key pieces

  • Wool-blend pea coat
  • Chunky knit with horn buttons
  • Checked shirts

Right for the market?

Strong sellers from previous seasons, including cardigans and slim jeans, have been expanded for autumn 10, so Tesco is listening to its customer. But it hasn’t simply repeated the looks - it’s updated them to include colour blocking on cardigans, and ripped jeans, which at £12 and £20 respectively are right on the money. It has also introduced an extra small size on some pieces to capitalise on its growing teens and early 20s market.

Casual to smart-casual looks are the main focus, which is right for the market - male shoppers are less likely than females to invest in premium pieces from a supermarket.

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