The legal loss seemed to prick Tesco into action. In 2002, it introduced a new range of value clothing and by November 2003, it was able to announce that its value jeans (priced at just 4 per pair) were outselling the combined UK sales of leading brands such as Levis, Diesel, Lee, Wrangler and Gap. In the same year, Tesco launched the new clothing ranfes branded as Cherokee, Florence and Fred and saw its clothing offer grow at four times the overall market rate. It’s Finest ranges of cashmere jumpers and leather jackets were also outselling similar high street garments by a factor of six to one. The clothing story took a final twist in April 2003 when Levis’ announced its intention to sell cheap jeans through supermarkets in the UK. In 2005, Tesco’s total clothing sales had reached almost 700 million and its brands were among the fastest growing in the UK.
The legal loss seemed to prick Tesco into action. In 2002, it introduced a new range of value clothing and by November 2003, it was able to announce that its value jeans (priced at just 4 per pair) were outselling the combined UK sales of leading brands such as Levis, Diesel, Lee, Wrangler and Gap. In the same year, Tesco launched the new clothing ranfes branded as Cherokee, Florence and Fred and saw its clothing offer grow at four times the overall market rate. It’s Finest ranges of cashmere jumpers and leather jackets were also outselling similar high street garments by a factor of six to one. The clothing story took a final twist in April 2003 when Levis’ announced its intention to sell cheap jeans through supermarkets in the UK. In 2005, Tesco’s total clothing sales had reached almost 700 million and its brands were among the fastest growing in the UK.
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