Clothing at Tesco will send emails to Tesco's database of 600,000 ‘Save in Style' programme members.
They will be invited to activate and customise an online space, creating a magazine-style area featuring articles on fashion trends, advice, competitions, and offers.
Fashionfile has been designed with different formats for male and female customers.
Members can also join a fashion panel and get involved in reviewing seasonal items - a novel way for Tesco to receive direct product feedback.
"This is, quite simply, the biggest and most significant venture that we - and we believe any fashion retailer - has ever made into online relationship marketing," a Tesco spokesman said.
"Now that the database has reached the size where we can realise its value, more than half a million fashionfilers will be emailed with the launch details, making fashionfile a huge, industry-leading innovation.
All members will receive personalised monthly updates. Fashionfile is opt-in and interactive, and email marketing will target consumers with offers and information relevant to their interests.
Fashionfile will feature heavily on the web site, where every page will feature a link enabling visitors to join and build their own space.
This week sees the launch of Tesco's Christmas campaign, created by The Red Brick Road, which features the Spice Girls arguing over what to have for Christmas dinner while drinking Champagne.
.jpg)
.jpg)