Sainsbury's to kick off marketing campaign for fashion brand Tu relaunch

The Tu relaunch campaign, under the strapline ‘Wear It Your Way’, aims to show customers how they can dress up and dress down their outfits by investing in a few key pieces from the Tu autumn 2013 range, creating several different affordable looks.

Sainsbury’s said in June that it was relaunching Tu as a fashion-only brand, with the relaunch to customers to be communicated this month. It is phasing out the Tu brand on homewares to make it a proper fashion label.

The autumn collection will be in stores on September 12 and has been revamped to include more trend-led pieces, as well as the essentials. Sainsbury’s has also invested in a 30-strong design team, bringing a renewed focus to areas such as womenswear, accessories, lingerie and denim.

The womenswear collection includes a mix of 1920s and 30s Great Gatsby-inspired pieces and clean, contemporary oversized coats and knits. Menswear focuses on heritage pieces including wax cotton jackets.

Prices include men’s lambswool jumpers starting at £20, leather handbags for £35 and women’s jeans starting from £12.50.

Sainsbury’s has also committed to increasing newness in stores with refreshments every six weeks.

The Tu strapline is ‘Live Your Style’ and Sainsbury’s will be promoting the relaunch on social media, via in-store activity including style shows with celebrity stylists, and press ads.

Sainsbury’s director for Tu clothing James Brown said: “After an outstanding performance over the past couple of years and as we approach Tu at Sainsbury’s tenth anniversary, it’s the right time to reinvigorate the brand.

“We constantly listen to our customers and look at how we can improve our offer and the rebrand is about engaging with them at a deeper level – inspiring them to discover their own unique style, with quality and fashion inspired clothes at amazing prices.”