Florence & Fred
We build fashion brands designed to transform markets.
Profitable. Store Optimization.
Interior design, merchandising layout, and brand communications for Tesco’s leading fashion brand.
Supermarket fashion branding and retail store design for Florence and Fred at Tesco.
The principal changes to the store design included - lighting, merchandising systems and graphic communications.
We introduced lots of colours to add warmth
and interest to the store experience.
Location - Welshpool, United Kingdom.
Fashion you can afford
As convenience increasingly shapes spending habits, hypermarkets are becoming major players in the apparel sector. The in-store experience is crucial to how customers perceive supermarkets, making it essential for market leaders like Tesco in the UK to continuously evolve as shopping behaviours and expectations shift.
Florence and Fred (F&F), Tesco's clothing brand, offers a value proposition focused on delivering stylish, affordable fashion for the entire family. Its key elements include:
Affordability: F&F provides trendy, high-quality clothing at competitive prices, making fashion accessible to a broad range of customers.
Variety: The brand caters to a wide demographic, offering clothing for men, women, and children, as well as seasonal and occasion-specific items.
Convenience: Located within Tesco stores and available online, F&F integrates fashion shopping with grocery trips, aligning with the increasing demand for convenience.
Trend-Driven Fashion: F&F stays up-to-date with current fashion trends while maintaining a practical focus, ensuring that shoppers can find both stylish and everyday essentials.
Sustainability: In recent years, F&F has integrated more sustainable practices, such as using responsibly sourced materials, reflecting a growing commitment to eco-friendly fashion.
This combination of affordability, convenience, and style makes F&F a strong competitor in the value fashion segment.
Our creative team was entrusted with designing and implementing the new concept, integrating it as a key department within the larger hypermarket concept we were already developing. We created a fresh branding program and retail interior design for two Tesco locations: a hypermarket in Accrington and a supermarket in Welshpool. This project encompassed the full interior design, lighting, branding, and promotional suites for the clothing department, delivering a cohesive and engaging shopping experience.
Key changes across the stores included:
- "Colour therapy": The introduction of vibrant colours to create warmth and visual interest throughout the store.
- "Every Little Helps" pattern to hanging banners: A design element that represents Tesco’s wide-ranging offerings, from groceries to clothing, banking, and healthcare, ensuring something for everyone.
- "Ribbon design feature": A visual link connecting key the departments, helping customers navigate the store and engage with key messages.
