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Tesco

F&F Uniform Embroidery Service

In 2011, Tesco (F+F) spotted an opportunity to sell embroidered school uniforms directly to parents, challenging the traditional market of independent retailers, who have historically charged premium prices and offered limited options in terms of purchase method.

For the programme to be successful, F+F would first need to obtain the buy-in of the school (initially primary schools) and the school would ultimately need to approve F+F as a preferred supplier of their school uniform.

Golley Slater helped F+F develop a strategy to bring primary schools onto the scheme. This multi-faceted and initiative sees GS contacting ALL UK primary schools through direct mail, email and telephony and selling in the core F+F proposition before taking the school through a complex sampling process (coordinating directly with the F+F embroidery company) to ensure the school is happy for F+F to become a preferred supplier of their uniform.

Since 2011 Golley Slater have brought over 7000 UK primary schools onto the F+F Uniform Embroidery Service.