Lowe ads launch Tesco casual clothing range

Tesco is set to intensify the onslaught by Britain's supermarkets on high-street retailers with advertising to launch its Cherokee range of casual clothes.

Lowe has produced a print campaign introducing the US clothing brand, which will be available in 300 Tesco stores nationwide.

The brand is designed to entice shoppers away from Marks & Spencer, Next and Arcadia, the country's three largest clothing chains. Tesco also wants to take on Asda, whose George label, created by the Next founder, George Davis, is highly popular.

Cherokee, whose range includes fashion-led casual wear for men, women and children, as well as footwear and accessories, will plug the gap at Tesco for a mid-range clothing line. Prices are likely to undercut similar products sold at Gap and Next.

Initiative Media planned and bought the campaign, which will appear on national posters and in men's and women's fashion magazines.

The advertising is part of a concerted effort by supermarkets to grab a greater share of the UK's £4.4 billion cut-price clothing market.

Tesco hopes Cherokee will eventually account for about a third of its clothing sales, worth about £450 million a year.

The campaign line, "Cherokee. Relaxed Clothing", is underscored in three ads that feature people in stressful situations but too relaxed in their Cherokee clothes to notice their predicament.

In one, a man checks his watch as he tumbles through the sky without a parachute. In another a woman hangs from a branch, having fallen off a cliff. In a third, a girl sits on a pontoon reading, surrounded by sharks.

The ads were written by Tony Barry and art directed by Damon Collins.

Pete Holmes, the Lowe board account director on the business, said: "We were asked to create something with an aspirational idea at its core that would stand apart from 'model-wearing-clothes' fashion advertising."

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