Sainsburys TU Brief

Right, I have visited the store, London Colney, Colney Fields, looked at the ranges they had to offer and the styles, prices and fabrics. I have taken notes in the hope that I will learn something about Sainsburys that will help me find some kind of direction for my project.

Shop Report

Whilst, shopping and taking notes, I was surprised that they initially open their TU department with both Goks new range but also next to this you will find their Knitwear. I would not have put these two next to one another as it suggests that this is all they have to offer if you are interested in the Gok fashion range, which I later found to be incorrect. They have a wealth of clothing within their department and they have tried not to leave any body out.

*They have comfortable classics, Knitwear, T-shirts, long sleeve and short, They have Jeans, a whole range of Jeans, coloured, printed, wet look/faux leather look, boot legged, skinny, boyfriend, tapered. All of which are muted colours: blue, black, burgundy, dark teal, mustard. and the prints are same colour prints, jacquard prints. with prices ranging from £12-25

*They have Shoes and Accessories. Their shoes are mostly safe fashion options, Blacks, Browns and Greys, with the occasional colour within their ballet pumps only. At the end of one aisle, they had some 'on trend' shoes, that could be marketed to the younger girl, maybe 20-40yrs, they age bracket being so large because it is my feeling that the shoes are very safe fashion trends, not too high heels and although they follow the animal print trend, for example, the style is a safe style (a high court) and the tones of the animal print are dark and not quite so outrageous, it would not be necessary to be confident within your fashion sense to be able to get away with the fashion trend. Prices from £16-£45

*The have Leisure Wear, which includes sportswear of which they have many sports joggers and leggings and many vest tops for gym wear. Leisure wear also includes day-wear tops, which consist of fancier 50% cotton 50% Modal tops, printed and plain, with small amounts of trend detailing. Ruched sleeves, applique attached to the front side chest area made from rolled t-shirt fabric to give a more interesting look to tops and also gathers on the reverse neck seam or on the front at the bottom of a V neck, at price points £8-14.

Evening wear in purples and black

* They have what they refer to as 'smart wear', which includes going out wear and at present appears to consist of Christmas party wear which has on trend detailing. sleeveless shift dresses with an over layer in lace in black and purple at £25, along with embellished, with sparkle vest tops and flouncy blouses.
Sparkle and purple and black being the details of the moment.


* Coats where muted colours, black, khaki, blue and burgundy, belted for the detail of the season - £45. Party, metallic in silver or bronze with a heavy Damask type fabric, two toned with black - £60 and swing styled coats with a military feel, faux fur collar and cuff and mock leather bucket fastening in black or burgundy - £35


* They also have their more upmarket knits and jackets. Cashmere knits with expensive looking sparkle buttons on a plain 'Breakfast at Tiffenys' style cropped sleeve, round neck cardigans and waterfall front cardigans at £50.

*They also cater to the essentials - office wear trousers, very plain in style in black, grey or blue at very affordable prices - £12-20. They also display jersey/knits, Large cowl collars and chunky cardigans from £18-20, with more slimline jumpers and cardigans in classic styles and soft but bolder colours.

*Finally the jewel in their crown, a label that is called Top Shop, not sure how long that will last, this is a range that seem to target the 'New Look/Top Shop' clientele. This is a range that surprised me and made me think twice about shopping in TU. The clothes are safely fashionable. There are no statement pieces and nothing is adventurous but everything is on trend and pleasing to the eye. Blouses with two-toned piping on the cuff and around the collars. We also see pencil skirts in lace print and animal prints, blouses with ties round the neckline in teals and Burgundy's with all over prints at £20, many tops are shear and 100% polyester, tapered trousers in mustard, and bird print shirts with black collar and button extensions. Sainsburys is a label that can start bragging about itself!!