Tesco launches Jubilee themed F&F pop-up

Tesco is extending its click and collect for its F&F fashion brand to small central London Metro stores for the first time.


The supermarket is launching its first pop-up shop for the F&F brand to promote the launch of the service that is currently available at larger stores around the UK.

Shoppers will only be able to buy the products using digital platforms either online shopping via iPad stations or on smartphones using QR codes.

The pop-up in Covent Garden will also allow shoppers to use Tesco’s Aurasma augmented reality app to ‘virtually try on’ clothing. Tesco launched the augmented reality technology at a number of stores last year.

Emily Shamma, Tesco Clothing online director, says: “This is really exciting new technology that we think our customers will enjoy using. It’s a great opportunity to help us to reach new customers who may not be familiar with our full F&F collection. It’s really convenient for the busy office workers who use Tesco Metro stores in Covent Garden and London Bridge during their lunch break or on their way home after work.”

The pop-up has been designed to tie into the Jubilee weekend celebrations and will have a 50s theme to celebrate the decade the Queen was crowned.

The F&F store will open for four days from 30 May to 2 June.

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