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Tesco online to launch Asos-style site

Tesco, the UK’s biggest retailer, has confirmed it will aim to emulate an Asos-style website with ‘get the look’ and celebrity-endorsement features when it relaunches its transactional clothing operation later this year.

Tesco said about 30% of the fashion offer online would be exclusive to its website and that stock would be more trend-led than its core ranges in store.

It will stock all of Tesco’s fashion brands including Cherokee and F&F, which has a raft of sub-brands, alongside brands created by and owned by multiple suppliers. These include Jake Miller, a casual accessories label, and Oliver Thomas, a formal accessories collection.

Tesco, which held its autumn 09 press day last week, confirmed it was also in talks with about a dozen young fashion brands, including Firetrap, Fred Perry, Fullcircle, Ben Sherman, Gio-Goi and Lambretta (Drapers, May 2) about stocking them on the new site.

Young fashion etailer Asos launched nine years ago. It stocks more than 800 brands and has sales of £165 million annually.

The boss of one fashion etailer warned that it would not be straightforward to emulate Asos. He said: “There’s a big difference between selling fashion and selling ‘clothes’. Asos is ‘fashion’, Tesco has historically sold ‘clothes’, but that’s not to say Tesco can’t do ‘fashion’ online.”

He added: “This could be a massive opportunity for Tesco to start competing with some of the major fashion players by being able to put across product far better than it could in store. The website will also open up Tesco clothing to a broader market, allowing customers who don’t live near one of its superstores to buy its product.”

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