Pursuits
Sainsbury Designers Hit Runways as Grocer Dons Skinny Jeans
- U.K. supermarket takes search for latest trends across globe
- Clothing push puts more pressure on Marks & Spencer, Next
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J Sainsbury Plc, the supermarket that’s been selling Britons their bread and baked beans for more than a century, is looking beyond the grocery aisles for a competitive edge in a tough market, seeking inspiration from the catwalks of Los Angeles and Milan.
The retailer has created a team of 30 fashion spotters who scour runways around the world to gain inspiration for its Tu clothing range. By identifying trends like denim frill tunics, which Sainsbury sells for 20 pounds ($26), and two-tone skinny jeans (18 pounds) they’re adding to mounting pressure on the U.K.’s more established apparel sellers, including Marks & Spencer Group Plc and Next Plc.