Tesco Brings Cherokee Clothing To the UK
Fashion Brand Takes Supermarket Operator Into New Territory
May 22 2002
Tesco will launch the US Cherokee clothing range in its UK stores this Autumn, in a move which bridges the gap between High Street fashion brands and discount retailing. Cherokee’s designs appeal to a similar customer base as Gap and Next, but the brand is sold through discounters Target and Zetters in the US.
Tesco clearly has its eye on the market for value fashion which Asda and Matalan have tapped into.
Previously, Tesco has ventured into the global grey market to source brands such as Calvin Klein and Levis, and the partnership with Cherokee marks a new approach.
John Hoerner, chief executive of Tesco clothing, said: “Our customers tell us they want to buy the latest fashions from us. They want top quality clothes that look good and are up-to-date, from a recognisable brand. Cherokee have stormed ahead in the American market because they have listened to their customers and given them what they want.”
Cherokee sales were $2.2bn last year. For Tesco, it will produce adult and children’s ranges, including footwear, which are tailored to UK tastes. Cherokee clothing will initially be sold in 300 Tesco supermarkets.
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