Florence and Fred, Tesco’s own-label clothing brand, fashion store design by CampbellRigg

Supermarket fashion brands and retail store design
As convenience becomes an increasingly important factor in determining spending habits, Supermarkets are emerging as a real power player in the apparel sector. The store experience is core to how customers feel about supermarkets so market leaders, like Tesco in the UK, continue to develop their product offering as customers change how they shop, and what they expect from their goods and services provider.

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What we did for Forence and Fred
As part of a wider remit creating a new branding programme and retail interior design for two new Tesco hypermarket stores at Accrington, and Welshpool, we were asked to design the store interiors for the clothing department - Florence and Fred.

The principle changes throughout the store were:
‘Colour therapy’ - using lots of colour to add warmth and interest generated from our scheme.

Our new ‘Every Little Helps’ pattern - representing that Tesco offers something for everyone, from grocery to clothing, banking to healthcare.

Florence and Fred at Welshpool, Tesco’s own-label clothing brand, hypermarket fashion store

We created a more intuitive and easy to shop customer journey. We also utilised dynamic high level signage with inspirational photographic banners to form gateway into the department.

Other design principles included the use of VM display points to clarify the product offer by gender. display fixture modification to provide a dynamic view of new season products and improved visibility of the cash desk.

Florence and Fred POS at Welshpool, Tesco’s own-label clothing brand

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We improved track lighting, which added emphasis within an offer; there was a warmer, friendlier new look service point that reinforces credibility in clothing, and suspended signage highlighted service in clothing.

Tesco engaged with an independent market research consultancy to measure customer reaction to the completed stores. Feedback was favourable. Referring to our new concept of clothing departments, the findings concluded, “Clothing area - a step forward” and, “Creates a warmer and more coherent experience” (Tesco Welshpool); “The use of colour appeals, and feels more welcoming” (Tesco Accrington).

Florence and Fred kids footwear department at Welshpool, Tesco’s own-label clothing brand Florence and Fred Tesco, CAD drawings by CampbellRigg Florence and Fred Tesco, fashion lighting system

the store before

the store after

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