A couple of weeks ago in the office, three of us turned up wearing clothes from supermarkets which looked lovely, which got me thinking about the rising influence of supermarket clothing lines against high street.
It wasn’t too long ago that I used to walk past F&F at Tesco, never bother going anywhere near George at ASDA and just laugh at anything that looked remotely like clothing from Lidl. However, in the last year I have seen press releases and got to work with some supermarket clothing brands which really changed my mind about the quality and design of supermarket clothes. George at ASDA has produced some beautiful occasion dresses and the team have been very kind to offer me to wear one of their designs to Ladies Day at the Royal Ascot which received multiple compliments – everyone was pleasantly surprised to find out my dress was from a supermarket brand. I was incredibly surprised with Lidl who have really upped their game in their clothing department and came out with elegant and on trend pieces of excellent quality. As for F&F at Tesco, I have seen their AW15 collections and I cannot wait for boho/seventies inspired pieces to land in store – they can really match high end brands!
It’s not even all about the price anymore as supermarkets are catching up with high street prices – dresses from F&F are priced at an average of £14, and jeans go for around £15/£20. Lidl are the bargain brand with many pieces costing an average of £5 and George at ASDA can charge at around £20 for an occasion dress. However, the quality of the pieces is often better than some of the more expensive high street stores. Without mentioning any names, but a lot of popular high street AND online brands will often come up in conversation about poor quality and friends often moan about how quickly their shoes broke, or their sweater frayed. But put one of the supermarket brands to the test and their pieces will last you for a long time.
both: George at ASDA
Understandably, younger girls and boys will care about what they’re wearing and often ditch anything that’s not Topshop/Topman, Superdry or ASOS - I remember I used to be mortified when my mum suggested that a supermarket had a nice piece of clothing. BUT when labels become exactly what they are, would you care more about where your item was from or is it the style and quality of the piece that would encourage a purchase? I think it’s a bit of both for me, but by no means would I ever stick my nose up at supermarket clothes again.