Check Out Chic – The Rise of Supermarket Fashion Labels
We’re the first to admit that style is not always about high fashion. As lovers of sourcing outfits from around the world, one of the most untapped sources is actually the supermarket.
We all head there at least once a week, browse the aisles and put in our trolley anything from stationery to DVD’s, books to BBQ’s, so why would fashion pieces slipping through the check out be out of the ordinary?
The UK supermarket chains have really upped their game when it comes to clothing, involving famous designers and stylists in the design stages of their collections to being the faces of the brands. It’s not new though, the supermarkets have been at it since the 1990′s, but it’s only now, in the current economic position that their offer is looking more enticing to their customers.
Why we love supermarket fashion collections
- Wardrobe staples are done well
- Sizes go from 8-24 – good selection for all shoppers
- Simple separates for the office wardrobe
- Prints are taken from the catwalk and recreated at reasonable prices
- Accessories are done well
- Price points work for the budget
- Not just womenswear, menswear and childrenswear as well as school uniforms are catered for
- You can grab fashion on the go during your weekly shop
The Cons
A supermarket has to launch a collection that appeals to all customers – that is the difficulty. All age ranges and sizes and in their mind all trends. This is where sometimes they get it wrong. Time and time again we see so many “on trend” pieces in the sales racks three months later, because they are too try hard and don’t appeal to the general customer doing their weekly shop.
The supermarkets need to remember that its all about keeping it simple. Customers come in for their food essentials, they need their fashion essentials too. Think about Marks and Spencer’s, their second highest selling product (after strawberries) is their underwear range. Simple pants = cash in the tills. So keep the collections simple supermarkets and you’ll clear your stocks in no time.
Sainsbury’s – Tu
In 2000 Sainsbury’s brought in fashion legend Jeff Banks to design clothes for the company, long before they launched their ‘Tu’ label. Jeff signed a three year deal, but it wasn’t the first clothing line for the supermarket. Their “Initials” line started in 1990, but supermarket clothing ranges weren’t really on our radar until the designers got involved. Then in 2011 Sainsbury’s got on the back of the success of TV stylist and presenter Gok Wan, recruiting him to design a womenswear collection for Tu, following the success of its food campaign fronted by TV chef Jamie Oliver.
Rating: Pretty interesting now that Gok is involved – the colour is back
Asda – George at Asda
George at Asda is a clothing brand that is well known across the county. Named after George Davies who launched high street store Next in the 1980′s, he was brought into Asda in the 1990′s and created the fashion label “George at Asda”. He’s no longer the designer behind the brand as he moved on to Marks and Spencer but the fashion design at Asda remains strong.
Rating: Possibly our favourite for staples for the wardrobe – plain underwear, teeshirts and shell tops for the office.
Supermarkets are quick to copy trends from the catwalks and pieces seen on celebrities. In July 2009, George at Asda launched a £16 silver mini-dress similar to the Balmain dress worn by Kate Moss earlier in the year.
Tesco – F&F
Florence & Fred, now known as F&F is the label at Tesco. There are even stand alone stores for Tesco’s clothing now, from pop up stores in London, UK to stand alone stores in Saudi Arabia. Clothing at Tesco now has it’s own website, rather than having to shop online at Tesco’s main site. It has the feel of a more catalogue shop rather than a feature of the supermarket now. The collection features pieces for all sections of your wardrobe.
Tesco earlier in the year got their fashion line completely wrong. Offering a “Couture” range as F&F Couture. It was supposed to herald a ‘new era’ for supermarket clothing. But Tesco’s ‘couture’ range was dropped after their shoppers failed to get in on the action and hype and sales were poor.
Lesson to be learnt here – stick to cheap yet chic. Bargain pieces that appeal to the masses, remember your customer.
So it may not be glamourous but there are some great pieces you can buy from UK supermarkets. Mix and match with your high street and couture pieces for an edgy look and don’t be ashamed to show your labels.
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Katy August 11, 2012 at 8:55 pm
I love F&F, sometimes the sizing can be a bit off but I’m an awkward petite shape anyway! They always have lovely underwear too!
Check Out Chic – The Rise of Supermarket Fashion Labels | Diva Handbags Blog August 14, 2012 at 2:24 pm
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