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Supermarket fashion: a growing phenomenon


British customers are becoming increasingly aware of how they are spending their money, and a decline in disposable income has resulted in consumers shopping for cheaper, good quality alternatives. This has given rise to supermarket fashion; main players in this market are Asda (George), Tesco (F&F) and Sainsbury’s (Tu).

Features and benefits

  • This case study analyses strategies used by UK supermarket giants; Asda, Sainsbury and Tesco to enter the apparel industry.
  • This report also assesses the impact of supermarket fashion on high street fashion retailers.


  • An economic recession triggers price consciousness among consumers and consumers are less likely to spend more. Many high street retailers are struggling during the economic downturn and this provides supermarkets such as Tesco, Asda and Sainsbury’s, the opportunity to establish their position as providers of cheap clothing.

  • Supermarket apparel retailers have adopted the fast fashion model which was introduced by Zara (Inditex); retailers have identified that consumers expect new fashion quicker and have introduced limited edition ranges to meet these demands.

  • Online retail is becoming increasingly popular and many retailers are investing heavily in this area. For example, George.com is the fastest growing online fashion retailer in the UK with 50% of sales online being ordered through the click and collect service, operating at all Asda stores.

Your key questions answered

  • What strategies have supermarket apparel retailers such as ASDA, Sainsbury and Tesco used to penetrate this market?
  • What impact has supermarket fashion had on high street fashion retailers?
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Supermarket fashion: a growing phenomenon
Published By :MarketLine
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