Every Little Yelps – Add This to the List of Brand Extension Failures
“Couture” means dressmaking, sewing, or needlework and is also used as a common abbreviation of haute couture and refers to the same thing in spirit.
It makes me wonder if Tesco Couture ever had a chance. A value proposition so far removed from the ‘every little helps’ cheap and easy attitude the brand commonly projects has to work so much harder to gain the reputation and recognition it needs to become and remain profitable at the scale of this super market giant.
How do mass production and couture go together? Perhaps I don’t quite get their story, but it seems to me that by putting a high price tag on they appear to have thought they can elevate their fashion line into the realm of independent boutiques and the big fashion houses.
Surprise, it doesn’t seem to have worked. With some items on sale for less than 20% of the original price, consumers have shown that sometimes a brand just won’t connect. And with mass production quality not living up to the ‘Couture’ branding of the limited edition line, a Tesco spokeswoman confirmed that the supermarket had no future plans to run another range.