Asda offers quality classics for over 45s
source: http://www.telegraph.co.uk/news/worldnews/southamerica/brazil/3415642/Supermarket-fashion-sw...
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- ClareW
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"When retail tycoon George Davies launched his eponymous clothing line at Asda in 1990, supermarket chic was an alien concept. But where tossing a pair of jeans into our trolleys along with the washing powder was once a novelty, it has now become the norm.
In 2002, Tesco added fashion to its aisles, and Sainsbury’s followed in 2004. Today, 62 per cent of consumers regularly buy clothing at their supermarket and – thanks, perhaps, to the credit crunch – the figure is rising. Indeed, supermarkets have tightened their grip on the country’s £177 billion non-food market, of which they now enjoy an 11 per cent share.
But has supermarket fashion slipped from cheap chic to just cheap? Have the garments become too fast and forward (ie, hitched to what’s happening on the catwalk) to have any real, lasting value?
Fiona Lambert, brand director for George at Asda, certainly believes so. She cites these as some of the reasons she left Next 18 months ago to return to the label she helped Davies launch 18 years ago, when he left Next (which he also founded).
Even though Asda is the UK’s second-largest clothing retailer by volume – it has 349 stores, with more regular customers (15 million a week) than Gap, H&M and Bhs – Lambert was convinced that there was something missing. She felt that since the American chain Wal-Mart bought Asda in 1999, there had been too much emphasis on the “stack them high, sell them cheap” formula. "
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- groups:
- Art and Style, Fashion
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- tags:
- Art and Style, Fashion, Cheap, Clothes, 3 more
