The idea of 'Fast Fashion' has taken over the High Street, with the latest trends from the runway being watered down and sold at a fraction of the price to teenagers from 'value' outlets such as Primark, Matalan and numerous Supermarket stores. 

Florence and Fred, Tesco's  clothing counterpart, has been buzzing all over the internet in recent weeks because of their new Couture line and their interest in opening a flagship store on Oxford Street, London. From teenage girl's fashion blogs to industry insiders Drapers, it seems that Tesco has made quite the impression.

Tesco are in the process of finding the perfect location for their one off Florence and Fred store, and will be competing with the value retailers already in residence on Oxford Street, namely Primark and New Look who's low prices attract thousands of customers every day.

After the failure of standalone George at Asda stores in 2008 (the first one opened in Preston in 2004 fact fans), the future could look bleak for fellow supermarket fashion giants Florence and Fred. However, with the introduction of only one flagship store, for the forseeable future, Tesco seem to be approaching this venture with caution and the perfect attitude.

Expect to see a Florence and Fred store popping up on Oxford Street in the future, drag yourself away from Primark and sample something new!

Words by Clare Potts. 

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