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LONDON - Wal-Mart-owned ASDA today introduced a line of trendy women's clothing that will be updated monthly, Reuters reports. The "fast fashion" cuts the lag time from design to store to only seven weeks.
"What our shoppers say is clear -- if you have to wait, it's far too late," said Kate Bostock, design director at George, ASDA's clothing label. The affordable and fashionable George label was named after George Davies who is now designing for Marks and Spencer. He is credited with introducing Britons to the idea of buying clothes and groceries in the same place.
ASDA is making a big push into more profitable non-food products, according to Reuters. It wants to increase clothing sales to one billion pounds this year after growing 15 percent last year.
According to industry researcher Fashion Trak, ASDA took a 5.84 percent share (in terms of volume of sales) in the womenswear fashion and footwear market in the three months to March 10, second only to Marks & Spencer. The supermarket hopes its new high fashion range will boost the proportion of shoppers who visit the grocer's clothing department to 30 percent from 20 percent by the end of the year.
ASDA said its new range can be found in 250 shops beginning today. Menswear will rolled out in May.