Tesco, the UK’s largest supermarket chain, is set to revamp its popular F&F clothing line. In order to achieve this, the company has enlisted the help of creative agency Bartle Bogle Hegarty London (BBH) and plans to introduce a new creative platform later this year. BBH, which has had a longstanding relationship with Tesco, took over from previous agency Odd and has been working diligently since last autumn to reposition and develop a fresh creative approach for F&F. The relaunch is expected to occur in the second half of 2023.

Jan Marchant, the Managing Director for home and clothing at F&F, expressed excitement about the partnership with BBH and stated, “We have a brand with strong momentum that brings aspirational, high-quality fashion at supermarket prices to the nation, and we’re working with our partners at BBH to define the strategic and creative direction for the brand.”

Supermarket fashion ranges have become increasingly popular in the UK clothing market. Brands such as F&F, Tu Clothing (from Sainsbury’s), George (at Asda), and Nutmeg (from Morrisons) have gained significant traction in the sector. These brands have the advantage of being conveniently located within supermarkets, making them easily accessible to consumers during their regular grocery shopping trips. Furthermore, they are known for their competitive pricing. The COVID-19 pandemic further boosted their popularity, as traditional fashion stores were forced to close due to lockdowns, while supermarket aisles remained open, giving customers the opportunity to purchase clothing.

To further enhance their fashion profiles, supermarkets often collaborate with celebrities. Tu Clothing recently signed up Ashley James, while F&F launched a women’s and kids’ “Cosy Collection” in partnership with Abbey Clancy. Unfortunately, Tesco does not frequently disclose separate sales figures for the F&F clothing line, unlike Sainsbury’s, so it is difficult to gauge the brand’s recent performance.

This decision to revamp F&F demonstrates Tesco’s commitment to expanding and improving its fashion offering. With the expertise of BBH, the supermarket chain aims to redefine the brand’s creative and strategic direction, thereby attracting more customers in search of affordable yet stylish clothing options. The relaunch in the second half of 2023 is eagerly anticipated, and it remains to be seen how F&F will position itself in the increasingly competitive fashion market.

Useful links:
Tesco Official Website
Bartle Bogle Hegarty London Official Website