Tesco, the UK’s largest supermarket chain, is said to be upgrading its F&F clothing line with the help of creative agency Bartle Bogle Hegarty London.

Following a switch from specialist agency Odd, the supermarket giant now plans to unveil the new creative vision with Bartle Bogle Hegarty London later this year. He has been working with the creative agency since fall 2022, with a relaunch expected in the second half of 2023.

Jan Marchant, Managing Director of F&F, commented: “We have a brand with strong momentum that is bringing ambitious, high-quality fashion to the nation at supermarket prices, and we are working with our partners at BBH to set the direction. strategic and creative. for the brand. »

Supermarket fashion lines are benefiting hugely from Britain’s cost of living crisis as shoppers continue to seek cheaper alternatives for day-to-day spending. F&F of Tesco, Clothes You from Sainsbury’s, george at Asda, and Nutmeg by Morrisons are becoming big players in the fashion retail industry due to their convenience and affordability.

Tesco has revealed an 8% increase in the number of customers buying F&F clothing in its financial results for the 6 months ending August 27, 2022. However, overall non-food sales decreased by 6%, due to a higher full-price sales mix.

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