Tesco to take on Gap and Next with Cherokee fashion brand

LONDON - Supermarket chain Tesco is to take on high-street clothing retailers such as Gap and Next when it launches the American Cherokee clothing brand in 300 of its largest stores in the autumn.

The move comes just months after Tesco vowed to continue to sell branded goods at discount prices, despite November's European court victory for Levi Strauss. Levi's successfully stopped Tesco from selling Levi's-branded clothing bought on the "grey market", overseas markets where the clothing is cheaper.

John Hoerner, chief executive of Tesco clothing, said: "Our customers tell us they want to the buy latest fashions from us. They want top quality clothes that look good and are up to date, from a recognisable brand. Cherokee has stormed ahead in the American market because it has listened to its customers and given them what they want."

Hoerner was hired by Tesco in July last year to improve the chain's clothing range. He was previously chief executive of Arcadia, the fashion retail group that owns stores such as Top Shop and Miss Selfridge.

Cherokee clothing is sold in Target discount chains in the US and Zellers in Canada and sales have risen from $480m (£328m) to $2.2bn over the past five years.

The Cherokee range at Tesco will include fashion and casual wear for men, women and children, along with footwear and accessories. The clothes will be stocked alongside existing Tesco clothing ranges nationwide.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).