Tesco clothing – Sector launch

• Improve customer perception of clothing range and quality

• We identified schoolwear as the best opportunity to increase sales and profitability. Research had shown that schoolwear is a distress purchase and extremely price sensitive. To offer credibly good quality schoolwear at a value price to the huge audience of grocery shoppers seemed an ideal solution.
• We produced a catalogue, Clubcard inserts and mailings, features for Tesco magazines and photography for PR plus POS and packaging designs.

• Sales grew by over 200% compared with previous year.
• ATV grew from £10 to £16.
• Tesco now have a significant share of the Back to School market and have extended their offering to include stationery and accessories.