Tesco has generated £1.5m of its clothing sales so far in 2011 directly from its growing use of social media.
Tesco made its first foray into social media in March last year with the launch of Twitter and Facebook accounts for Clothing at Tesco.
Customers using the social media sites can buy Tesco product by clicking through to Clothingattesco.com using links sent out on tweets and Facebook updates.
Tesco, which does not break down total clothing sales figures, said the £1.5m value did not include transactions made in-store that were influenced by social media.
Tesco head of social strategy for clothing Zoe McErlean said: “Although sales are not the primary focus of our social media activity it is a very nice bonus. We’ve brought in £1.5m in sales through conversations on the sites.”
McErlean said as well as a platform to improve sales, Tesco saw social media as a key part of improving its reputation as a credible fashion retailer.
She said Tesco wanted to build awareness among a “fashion-savvy audience”, and saw sites such as Twitter, where it has 4,000 followers, and Facebook, where it has 60,000 fans, as key areas where Tesco can interact with influential people in fashion.
Tesco kicked off its social media strategy at the same time as it launched its more premium F&F Couture range and trend-led collection F&F Trend last spring.
This week F&F, which is an official sponsor of London Fashion Week, said it would team up with knitwear designer Mark Fast to sponsor his autumn 11 catwalk show at LFW on February 21.
The grocer has collaborated with Fast to design a tote bag to be handed out at the show and which will also be sold online at www.clothingattesco.com for £10.