Sir: We read with interest your feature about supermarket fashion (‘Too much TU, not enough FROW’, 23 March) but were perplexed by various comments in the piece.
Our clothing business has gone from strength to strength and enjoys ever-increasing column inches in the fashion press. We have always been proud of our supermarket heritage and value a unique ‘customer first fashion second’ approach to our clothing.
The comment that our working with Gok is ‘odd’ because it indicates that we ‘understand the average woman of Britain’ rather than ‘being ahead of the fashion curve’ was bemusing. That very understanding of the consumer together with how we translate trends is at the heart of our approach and success.
James Brown, business unit director of TU Clothing at Sainsbury’s