I’ll have a pint of milk and a racer back cashmere vest please. If you thought buying high fashion at your local corner shop would never happen, you may be in for a surprise. Tesco is set to launch F&F Couture and will be the first supermarket to foray into high fashion. The chain aims to sell design-led product, bespoke fabrics and clothes with intricate detailing under the same roof that sells you everyday groceries.
Buying Director of Tesco Clothing Jan Marchant commented: “F&F Couture signifies a new era for supermarket fashion. It’s a high fashion-led range which will enable us to meet the increased desire for affordable yet high quality clothing, and we’re so confident that the range will be a success that work has already begun on the Autumn/Winter range.”
The full F&F Couture range will launch exclusively online at tesco.com/clothing on the 29th March 2010.