F&F Marketing Brief
About
F&F clothing is sold in over 600 Tesco stores across the UK and has an estimated annual turnover of around £2 billion, positioning it among the top supermarket fashion brands in the country. This places F&F among the largest clothing brands in the UK by revenue, especially within the value and supermarket fashion segment. F&F has reported consistent growth in customer numbers, with an 8% increase in shoppers in recent years and has more stores in the UK than Zara, H&M and Primark combined, all of them at the heart of communities across the nation.
F&F pride itself with style being at the core of its proposition and making the aspirational accessible for all - focused on becoming a market leading fashion and lifestyle destination for stylish, desirable, of the moment affordable clothing. We sell Women’s, Mens, Kids, Baby, Lingerie and Sleep wear including an increasingly growing Active and performance wear across all categories. Product that focus on style, quality, design elevation, desirability, performance and a multi lifestyle end use.
Brief
We challenge you to design a marketing campaign for the S/S28 season that resonates with a fashion forward F&F consumer and drives engagement & conversion in F&F.
Key Tasks:
Research Competitor Landscape
Analyse 3–4 major fashion competitors targeting the fashion forward consumer
Identify their social media strategies, influencer partnerships, and campaign tone
Campaign ConceptCreate a bold, culturally relevant idea that speaks to this demographic
Channels & Platforms
Identify where this audience spends time (TikTok, Instagram, YouTube, etc.)
Suggest offline touchpoints if relevant
Create a media plan to support
Creative Approach
Define the look, feel, and tone of the campaign
Include visuals, messaging, and interactive elements
Include S/S28 trend research
Talent & Influencers
Recommend influencers or creators that appeal to the fashion forward consumer
Measurement
Outline KPIs (engagement, conversions, app downloads, in-store visits)
Integration Across Touchpoints
Show how the campaign will appear: In-store, Online & In the app
Criteria
Open to all final year students from Graduate Fashion Foundation member Universities in the UK.
If in doubt, please ask your tutor. Tutors, there is unlimited entries per university, please enter all relevant collections.
Download the PDF
Suggested Resources
Social Media Trend Reports: TikTok Creative Centre, Instagram Trends
Influencer Platforms: AspireIQ, Upfluence
Audience Insights: Statista (Gen Z shopping habits), Google Trends
Creative Inspiration: AdWeek, Campaign Magazine
Entry process
Tutors: there are unlimited entries per university, please enter all relevant submissions, students can also enter directly themselves via the link to support with timings.
Entry Link: https://forms.gle/v7BQp4XFLea2dpX1A
Terms + conditions
Deadline
22/01/27 (18:00)
Prizes
Ten shortlisted winners will be invited to attend a day at F&F HQ in March 2027 to present their entry and to experience a day of learning & mentoring from the marketing team.
One overall winner will be selected to receive a work experience opportunity with F&F at their HQ, plus have their winning entry on display at Graduate Fashion Week 2027.