Why supermarket style might be right up your aisle

For too long shopping for your newest outfit at the supermarket has been looked down upon. Now, we investigate just how stylish women are turning this notion on its head

Supermarket style has long been swept under the rug. Seen as the antithesis to everything traditionally chic, clothing bought while on the weekly food shop is purposefully left out of the fashion conversation.

But with online fashion giants and high-street stores alike now selling their clothes at similarly low prices, the question of whether a garment’s fashionable value can truly be defined by cost alone is prominent. If some of the industry’s key tastemakers can produce clothing to suit a budget, then what’s to stop budget-friendly clothing becoming chic?

According to research by City AM in 2017, for every £10 spent on clothing across the UK, £1 was spent with supermarket brands. Fast forward to 2019, and the market for supermarket shopping has only expanded.

In its Retail Sector Report published this year, leading research brand, GlobalData, found four supermarkets amongst the UK’s 10 most visited fashion retailers – these being Marks & Spencer, ASDA, Tesco and Sainsbury’s. In addition to this, they found 90% of shoppers considered value for money a top priority when clothes shopping, with just under 83% naming the size range on offer an additionally important factor.

These results suggest women’s interest in affordable, inclusive fashion is piquing, and the supermarkets are here to meet the demand.

Charlotte Clarke, budget style influencer and originator of the #averagegirlsize movement, is promoting this message widely. She believes supermarket clothing is “affordable, convenient, stylish and generally higher quality than most people would expect.”

“I can't even count the number of times I've gone shopping for groceries and walked out the shop with several great outfits that have become staple pieces in my wardrobe”, she states – a story typical of those who frequently shop with supermarkets. “Supermarkets have such a wide range of clothes and styles, you'll definitely find something that works for you. And if you don't, they change up their offerings so give it a couple of weeks and try again.”

This is a sentiment shared by Rebecca Simmonds, plus-size stylist and style therapist. “Supermarkets have upped their game in the affordable style stakes”, she says, citing their diversity as a large factor in their growing success.

“You can still look great on a budget”, Simmonds believes, “and the styles they offer span across all ages. Supermarkets are really up there in terms of offering sizes beyond those the high street cater for.” In addition to this, she sees shopping with your local supermarket as a great opportunity for those of us not helped by the high street – “Supermarket shopping is more accessible for women who are time and energy poor, and is a way of being able to access a bit of fashion.”

Not only is supermarket shopping an affordable way to engage with fashion, it truly is the industry’s most inclusive branch. In Sainsbury’s and Tesco, a woman can shop from sizes 8 to 26 without disruption, while Morrisons, ASDA and Marks & Spencer carry up to a size 24.

For Clarke, an average size 14, this means not having to hunt for hidden clothes at the back of every rack. “High street stores often have smaller sizes at the front of their racks that I have to fight past to even get close to my size. By the time I pull it out, I feel awful because then I'm comparing it to the tiny size that was at the front and drew my attention in the first place, but I’ve never had an issue like that in the supermarket.”

An additional draw of the supermarket is how women’s sections are not separated. “You don’t have to go to a specific plus-size section – all the clothes are on offer in all sizes”, she notes, and her joy at this is shared by many. Sarah Robins, a mother of four and founder of the #theseclothesmakemehappy campaign, is one of these women: “I most definitely find it easier to find my size, and with much better prices than some high-street brands too.”

However, as with all sources of fast fashion, there are some downsides to sourcing your wardrobe with your weekly shop.

Elly Yates, personal stylist and motherhood style blogger, finds its affordable variety means “it’s easy to over consume and not necessarily buy the things your wardrobe needs.” To her, the supermarkets are great for finding small gems but “just because something is cheap doesn’t mean it’s the best choice for you.”

“I don’t believe you can create full outfits, or wardrobes, from one shop alone”, Yates declares, believing “no one needs the same basics in three colours” as they can so often be convinced of when shopping at such low prices, in such well-fitting clothes.

But in spite of the possibility of overbuying, she advises that “as long as you’re careful there’s absolutely no reason not to enjoy a bargain while loading up your trolley.”

Simmonds agrees with this statement, and her best advice for women looking to shop for well-sized, economical, on trend garments from the supermarket is “to do some planning beforehand about what items they need in their wardrobes, as it’s possible to find some classics.” She herself owns a blazer from TU that has lasted over four years – “I wear it often and don’t think I’ll ever get rid of it.”

And if you’re still scared to enter the world of trendy, budget-friendly fashion, Clarke advises you this: “Don’t be afraid to search a little if you need to, and to try out new styles if you want to. The returns process is so simple with supermarkets, so if you change your mind when you get home just pop it back the next time you’re in store.” And hey, doesn’t that beat never taking the chance on an outfit in the first place.

if you leave this article with one idea, let it be this – don’t finish your next food shop without diving into its clothing section first, and finding a hidden treasure for yourself.

On the left: our model wears a full outfit of clothes purchased from the high-street.

On the right: our model styles an outfit bought solely from supermarket stores.

For almost half the price, our model has bagged herself an equally stylish outfit following the exact same colour story and trend, from Sainsbury’s.