In branded content appearing online and in the Guardian’s Saturday magazine supplement, Tesco’s F&F clothing brand enlists Guardian fashion editor Gilly Ferguson to find winter coats that last a lifetime
The story, part of the brand partnership’s new ‘Ask a fashion editor’ series, takes a deep dive into one of the most asked questions of fashion editors and a “perpetual quest” of shoppers — how to find the best ever coat to see them through the winter season in style.
As well as recommending specific styles for different tastes, Ferguson has three watchwords for any winter coat: colour, comfort and quality.
The content puts Ferguson’s expert advice alongside top suggestions from F&F’s wide range of winter wear, from classic trenches to hybrid gilets and glam faux fur.
Print and online campaigns that use a native or article-led approach hold a particular advantage over display when it comes to readers taking action. According to the RAMetrics databank, 43% of readers who recalled such ads took subsequent action, compared to only 35% across display.
See the online version of the partnership here.