Supermarket fashion hasn’t just grown in the past five years, it has positively thrived. With consumers looking to tighten their belts but still stay on trend, supermarket fashion lines saw an opportunity to grow into the fashion market space and grabbed the chance with both hands.
Add in a pandemic that closed a large part of the high street down for three months, supermarkets suddenly had a unique opportunity as being the only bricks and mortar fashion spaces able to operate in some kind of normality.
The high street has undoubtably suffered with the growth of online over the past 10 years, as many shun in-store shopping for the convenience and comfort of shopping digitally. But the one store we all still enjoy a browse in, is the supermarket.
Dress, £28, F&F at Tesco
With clever campaigns from the likes of F&F, that ran the phrase “I only popped in for milk”, the relatable saying highlighted the growth potential in supermarket fashion.
Benefitting from existing floor space and a captive audience of customers that need little enticement into store, when it comes to throwing the latest summer dress in with your weekly shop, it’s kind of a no brainer.
So who are the brands you need to know about…
Dress, £12, F&F at Tesco
F&F at Tesco have really upped their fashion game and their eco credentials over the past few years. Each season seems to get better and better, with this season packed full of stylish but comfortable summer dresses that will make you want to rip your loungewear off in a flash.
They have an eye for detail and silhouettes that give a nod to the catwalks but still remain wearable and sell both in selected Tesco stores and a selection online at Next.
Nutmeg at Morrisons
Morrisons recently took their Nutmeg label online, which is a source of great joy for fashion brands. While you might think of Nutmeg as a place just for basics, the style secret has really upped their fashion game over the past few seasons.
If you were lucky enough to get one of their chocolate brown aviator jackets last winter – that even gave Zara a run for their money –you’ll know what we mean. Still expect great basics – vest tops start from just £4 – but keep an eye out for summer perfect dresses and trend-led wardrobe favourites such a denim midi skirt or off the shoulder sun dress.
George at Asda
Tier High Neck Midi Dress, £22; 3 Pack Chunky Hoop Earrings, £6; Zebra Low Heel Boot, £22.50, all George at Asda
One of the originals, George was launched in 1989 and is available both in store and online. Their website is a hub of inspirational fashion content, while the clothing consistently rivals our high street favourites on trend style, wearability and perhaps most importantly price.
Expect gorgeous summer dresses and fantastic chic swim pieces, perfect for that holiday we are all itching to book. And they’ve just declared 100 per cent of their womenswear bags vegan too.
TU at Sainsbury’s
TU has been a huge success for the retailer and their online fashion portal is now a hub for a mix of labels alongside their in house TU product. While you might remember it back in the day for their gorgeous Gok Wan collaboration collections, the brand has since added a premium line, full of trend led pieces with that little extra detail.
TU also retail through Argos making them even more accessible and their Graduate Fashion Week collections help to support emerging designers and offer customers a little bit of fashion’s future.