Morrisons in talks to launch fashion line
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Morrisons is thought to be in talks with George Davies, creator of Next and George at Asda, to develop a fashion line for the supermarket.
George Davies
It would be the supermarket’s first foray into fashion retail.
Dalton Phillips, who took over as CEO last year has revealed a number of initiatives to move Morrisons into non-food areas.
Davies also launched the Per Una label at Marks & Spencer.
Davies’ most recent venture was upmarket high street chain GIVe, which launched in October 2009, but failed to have the anticipated impact and has been closing stores.
Morrisons is the only one of the Big Four supermarkets without a clothing line. Sainsbury’s has TU, Tesco has F&F and Asda has the highly successful Geroge brand.
YouGov Insight:
Morrisons
- 12% of main shoppers do the bulk of their shopping at Morrisons
- The most popular reason given for shopping at Morrisons is that there are ’plenty of special offers’
- Morrisons shoppers are most likely to visit Tesco in order to do their secondary shopping with half of Morrisons shoppers doing so
- The highest regional penetration for Morrisons shoppers is in Scotland and the Midlands (both 19%)
Click here for more information on this YouGov market report
