Tesco is to change the focus of its fashion advertising to reconnect with its core clothing customers of mums with young families.

The spring 2011 ad campaign for its F&F clothing brand, which breaks on Wednesday, aims to celebrate being a real woman in an aspirational way. It uses the strapline Fashion for Living and aims to show that women can look good in their everyday lives, using the soundtrack of Chaka Khan’s I’m Every Woman.

Tesco clothing chief Richard Jones said Tesco had moved towards focusing on the younger customer but the spring range takes the retailer back to its core audience of mums aged between 30 and 45.

He said: “We need to be on trend to be credible but have enough of the core product to make our traditional customers feel comfortable. The campaign is the culmination of a lot of work we have been doing to refocus on our core customers.”

He added: “We need to have the right fashion, but it should be fashion for living.”

The campaign also marks the first time F&F clothing has been promoted without a prominent Tesco logo. The website is also to be refreshed.

Jones said Tesco had been working on “getting the engineering right” on the quality of clothing in terms of making the fit consistent and technical specifications.

Work has been done on the shopfit, with 80 refits over the past year, giving a more department store feel.

Jones described the campaign as “phase one” for F&F. “We’re focused on getting the brand right, then we’ll see where we can grow,” he said.

Tesco is poised to reveal its full-year results on Tuesday, the first under chief executive Phil Clarke. Shore Capital analyst Clive Black expects trading profit of £3.7bn

and said he would “welcome some indication that fresh thinking is

at least being applied to the medium- to long-term development plan for the UK”. Tesco’s UK Christmas performance disappointed the City, with non-food in particular taking a hit.