In an attempt to move away from the stigma of cheap supermarket clothing, Sainsbury’s has become the latest brand to launch a premium fashion range.
Tu Premium takes its influence straight from the catwalk and focuses on using high quality materials and the latest designs, and the Big 4 retailer believes it would not look out of place if it were in Hobbs or Whistles.
The range will cost more than previous budget offerings, but will still seek to represent the value that supermarkets depend on.
Sainsbury’s reported that its clothing turnover would soon exceed £1 billion and according to data from Kantar, £1 in every £10 spent in supermarkets is on clothing.
“Shopping for clothing in supermarkets has become firmly established, and our strategy of offering customers high street style at supermarket prices in an attractive, department store-style setting has helped us to increase our market share,” Sainsbury’s non-food trading director James Brown said.
“Our customers recognise quality and great value and they want to buy clothes with classic styling and upgraded fabrics from us.”
Other supermarkets are also starting to invest in fashion ranges as figures suggest that stigma around supermarket clothing ranges doesn’t affect sales.
Tesco now holds a catwalk for its F&F range and Asda is pushing to invest in quality materials for its George range.