Supermarkets Become Fashion Hotspots as Cost of Living Crisis Drives Shoppers to Budget Brands
Fashion editors and stylists are increasingly turning to grocery stores for trendy and affordable clothing, with brands like F&F at Tesco and George at Asda gaining traction.
In response to the ongoing cost of living crisis, fashion-conscious consumers and industry insiders are increasingly looking to supermarkets for stylish and budget-friendly clothing options. Retailers such as Tesco, Asda, and Morrisons are no longer overlooked for their fashion offerings, with their lines now seen as viable alternatives to traditional high street brands.
This shift is particularly noticeable in seasonal essentials like coats and knitwear, which are often prohibitively expensive elsewhere. F&F at Tesco, for instance, offers outerwear starting at £39.50, a price point that makes even a simple blouse from other retailers seem costly. The growing credibility of these supermarket brands is further underscored by F&F's plans to launch its own standalone website.
Trend Awareness and Runway Influence
Supermarket fashion has evolved significantly, now drawing inspiration directly from runway trends. Collections often feature elements reminiscent of designer labels, including heritage checks inspired by Burberry, long wool coats echoing Max Mara, and boucle jackets and two-tone pumps that suggest Chanel. This allows shoppers to embrace current styles without the associated designer price tags.
Fashion professionals are increasingly seen sporting supermarket brands. Alexandra Fullerton, former fashion director at Glamour, was observed wearing a viral Tesco F&F check trench coat at London Fashion Week, while Anna Murphy of The Times paired a £32 denim jacket from a supermarket with a £3,000 handbag during Paris Fashion Week. This adoption by industry figures highlights the improved trend awareness and quality of supermarket clothing lines.
Supermarket fashion brands stay current by collaborating with fashion forecasters and monitoring social media trends, similar to fast-fashion retailers like H&M and Zara. This enables them to quickly adapt their collections to changing trends, ensuring their pieces feel modern and relevant rather than simply imitative.
Value and Affordability
The appeal of supermarket fashion is amplified by its value for money. Factors such as reduced overhead costs, as clothing is sold online or within existing food stores, and lower marketing budgets contribute to their competitive pricing. These savings are often passed on to the consumer, with frequent seasonal markdowns further enhancing affordability.
In contrast, high street brands are experiencing price increases, with some coats from brands like Mango and Cos reaching hundreds or even over a thousand pounds, a cost equivalent to purchasing multiple items from supermarket brands. This price disparity makes supermarket fashion a compelling choice for budget-conscious shoppers, especially with significant annual spending events like Christmas approaching.
Standout Categories
Supermarkets excel in offering affordable basics, such as t-shirts, jumpers, and button-down shirts, which are fundamental to any wardrobe. Items like a £10 100% cotton t-shirt from F&F at Tesco or £7.50 bootcut trousers from George at Asda provide stylish and cost-effective options for everyday wear.
Beyond basics, supermarket brands are also competitive in occasionwear and partywear. Their offerings can rival those of high street stores like Primark and Zara, often successfully tapping into trends and maintaining good quality. A common styling tip is to pair supermarket dresses or suits with statement accessories from more premium brands.
This season, shoppers are also looking to supermarkets for chic coats and jackets, timeless denim pieces, children's clothing and schoolwear, holiday dresses, and comfortable sleepwear.
Smart Shopping Tips
To maximize value, consumers are advised to shop end-of-season sales for items to be worn the following year, particularly for outerwear and swimwear. Sizing up can also create a more desirable, oversized fit. Visiting stores during weekdays can offer a more relaxed shopping experience compared to crowded weekends.
For those seeking deals, summer items often go on sale in late July, and can still be relevant into early autumn. When trying a new supermarket brand, it is recommended to consult their specific size guides, as fits can vary.
Quality and Trend Spotting
Supermarket fashion brands are increasingly noted for their quality and ability to keep pace with trends. Their creative teams often have backgrounds in high street or designer fashion, enabling them to interpret runway styles for more accessible price points. The F&F check trench coat, for example, achieved viral status online. These brands are becoming a go-to destination for consumers actively seeking affordable yet fashionable clothing.