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Tesco’s target ‘real women’ in spring ad

Tesco will launch a new-look spring advertising campaign featuring real women to help it reconnect with its core customer - mums with young families.

The campaign, which promotes its F&F clothing brand and will break on Wednesday, aims to celebrate being a real woman in an aspirational way. The TV ad features the strapline ‘Fashion for Living’ and shows women in their everyday lives wearing several different outfits, to the soundtrack of Chaka Khan’s I’m Every Woman.

Tesco clothing chief Richard Jones said the campaign reflected a shift to focus on 30 to 45-year old women with its spring 11 collection. Previously it had moved its collections to target a younger and more trend-led consumer.

Jones said: “We need to be on trend to be credible, but to have enough of the core product to make our traditional customers feel comfortable. We need to have the right fashion, but it should be fashion for living.”

The spring 11 campaign, which will run on TV and in magazines such as Grazia, Look and Heat, also tones down the Tesco branding. The F&F logo will be more prominent, and the Tesco name will appear in a much smaller font.

Products featured in the campaign will include palazzo pants, shift dresses, 1970s gypsy prints, flared jeans, chinos, maxi dresses and jumpsuits, plus some menswear and kidswear.

Tesco buying director Jan Marchant said: “Our customers have busy lives so they really need to trust us to have a mix of statement pieces such as jumpsuits, with the more traditional shift and tea dresses.”

Jones added that work on Tesco’s clothing shopfit continued. Last year 80 shops were refitted with a concept designed to simplify and clarify the product offer. Curved fittings have been used to give a department store feel and sub-brands are clearly segmented. The Tesco clothing website,, will also be refreshed.

Jones described the spring campaign as “phase one” for F&F. “We’re focused on getting the brand right, then we’ll see where we can grow,” he said.

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