Private Brand Couture From Tesco

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English supermarket Tesco is leaping onto the catwalk with its first ever Private Brand couture collection, F&F Couture. The brand will include sixteen items – which will range in price from £40 ($60.17) to £140 ($210.60) and include a sheer printed racer-back vest and a heavily embellished sequin jacket.

According to F Terry Green, chief executive of Tesco clothing in the United Kingdom, said: “This signifies a new era for supermarket fashion. It’s a high fashion-led range which will enable us to meet the increased desire for affordable yet high quality clothing, and we’re so confident that the range will be a success that work has already begun on the autumn/winter range.”

You can get a look at the new Private Brand collection in this video direct from the On Off show at London Fashion Week.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.