Tesco is relaunching its denim range as part of a major drive to increase its clothing offer by almost 30% this autumn, while Sainsbury is making a play for the back-to-school market with its first own-label kidswear range.
Tesco’s new range, which will hit the shelves in September, will offer 140% more ‘options’ with a greater focus on cut and style. It includes a premium range of jeans, which the retailer boasts are better quality, better fitting and benchmarked against cult brands such as Seven For All Mankind and True Religion.
The jeans will retail at four price points: £10 for rigid fit, £15 for stretch, £20 for fashion and £25 for premium. They will be displayed on a ‘denim wall’, alongside other items of clothing and accessories, which will initially be launched in 25 stores. Ranges for men, women and kids will be merchandised on separate walls, and information on fit and cut will feature on packaging and at point of sale.
The initiative was announced this week as Tesco clothing buyers unveiled the autumn and winter range to 400 category and regional managers in London.
Jason Tarry, clothing category director, said the denim wall represented a major leap for the multiple. “We are trying to introduce more fashion to the core business. We saw that a
couple of retailers had done something similar in the United States. What I really like is how practical it is. It uses the existing fixturisation.”
Meanwhile, Sainsbury’s Back TU School line, which went into stores this week, is its most extensively available range to date. It will be going into the 180 stores that already stock its TU clothing range, as well as into an additional 220 supermarkets that have not previously stocked it.
In the past, Sainsbury has only sold school uniforms under the Adams kidswear brand. The new range will be 30% cheaper.
Sainsbury will be running a 25% off promotion from this week until mid-September in a bid to become a leading shopping destination during the back-to-school season. During the discount, school trousers will be priced at £3.75, pleated skirts from £3.75 and two-pack polo shirts at £2.25. In comparison, a three-pack of polo shirts in Tesco costs £3 and a two-pack from Asda’s George costs £2.50.
Neither Tesco nor Asda have begun discounting ranges.
Liz Hamson & Rachel Barnes