UK: Tesco supermarket to create sports and outdoor category
UK supermarket chain Tesco is increasing the number of brands available on its clothing website, as part of its strategy to become an ecommerce fashion destination. In addition to non-Tesco labels, which sit alongside its own brands F&F and Cherokee, the retailer hopes to boost its credentials with more names signing up for spring-summer 2012.
It is also creating a ‘Sports and Outdoor’ category in an attempt to build on an expected increase in consumer interest in sports and outdoor activity in the run-up to the London 2012 Olympics.
The category will include brands including Kelly Holmes, Shock Absorber, Regatta, Speedo, Head and Mitre.
As part of Tesco’s drive to capitalise on London 2012, it is expanding its relationship with former Olympic athlete Dame Kelly Holmes. As a non-sponsor, it is not allowed to make specific reference to the Games. However, it plans to feature Dame Holmes in broader marketing activity.
Tesco will also extend its swimwear offering, with the introduction of five further brands, including Zoggs and Oyster Bay.
In its accessories and shoes section, Tesco will begin selling the Moda in Pelle footwear brand.
According to a spokeswoman for the retailer, the labels have been selected with the aim of giving consumers “more choice, with different styles and price points, which means there is something to suit all tastes and budgets”.
