UK supermarket chain Sainsbury’s has launched the latest TU clothing range with a revamp of its website and a TV advert set to premiere tonight.
Sainsbury’s has expanded its TU products in recent times and the retailer claims that it is now the seventh biggest clothing, footwear & accessory brand in terms of sales in the UK, according to data from Kantar Worldpanel.
The campaign advert showcases the brand’s new summer range, features the song ‘At Last’ by Etta James and carries the strapline ‘clothes you can’t wait to wear’.
Honor Westnedge, Associate Retail Analyst at Verdict Research, commented that the campaign launch should help Sainsbury’s gain even more share of a market that has become “increasingly saturated”.
Westnedge said: “Sainsbury’s share of the value clothing market has grown fairly rapidly over the last five years - from 1.8 per cent to 5.9 per cent between 2005 and 2010 - primarily due to added space and range expansion.”
Several large store openings in the last 12 months have helped Sainsbury’s increase its non-food space, allowing it to compete with the market leaders in clothing such as Primark, Tesco and Asda.
Luke Jensen, Sainsbury’s Non-food Managing Director, said: “TU clothing has become, and will continue to be, a major growth area for Sainsbury’s.
“This multimillion campaign shows off some of the products we’re most proud of this season, and demonstrates our commitment to offering stylish clothes at great prices.”
Sainsbury’s, like all of the major UK grocers, recognise the importance of the non-food sector for its continued growth but Westnedge warns that further improvements to TU’s offering may be necessary to continue its rapid rise.
“The new TU website showcases the spring/summer range well, and it is clear that this season Sainsbury’s is offering more key trends such as florals and maxi dresses which feature throughout the online womenswear collection,” Westnedge added.
“The grocer must ensure, however, that these looks are translated into its physical stores, as colour stories and the more trend-lead items can often get lost in the visual merchandising.
“Selling online or allowing customers to place orders online, would further improve the appeal and the convenience of the range to shoppers - helping to boost sales.”