Tu, the Sainsbury’s fashion line, outpaced the chain’s grocery sales in the 16 week period ending September 28th, with total sales rising 4.6%, not including fuel.
New collections, with an increased focus on design and quality, are believed to have contributed to the strong sales of Tu apparel.
Sainsbury’s has also launched a new layout for its clothing sections in 400 UK stores, giving them a boutique feel, as opposed to the unstylish, utilitarian look often associated with grocery store apparel departments.
Earlier this week, it was revealed that a quarter of Britons are turning to supermarkets to get their fashion fix, posing a threat to retailers on the high street.
A new study, conducted by marketing expert Tradedoubler, shows that one in four consumers buy their clothing and intimate apparel from fashion brands such as Tesco’s F&F, Asda’s George and Sainsbury’s TU, due to increasing quality and competitive pricing.