Sainsbury's is banking on the TV presenter Gok Wan doing for its clothing sales what Jamie Oliver did for the popularity of its food.
Since October when the grocer launched the collection that Mr Wan helped to design, it has grown to account for 7 per cent of Sainsbury's total womenswear sales in an average week. The chain has sold more than 4,500 of his blue wrap dresses in the week and a half since the second collection launched.
But Mike Coupe, the commercial director of Sainsbury's, said the ranges had boosted wider sales of its own-brand Tu clothing. "We are seeing customers come back and trade into the Tu brand, as well as the Gok ranges," he said.
As part of plans to grow its 10 per cent share of the non-food market, Sainsbury's plans to sell 420,000 copies of the latest Harry Potter and the Deathly Hallows – Part 2 film, which launches on Friday. It also said the Call of Duty: Modern Warfare 3 video game was its biggest selling item two weeks ago.