Asda To Overhaul Too Young George Range

Tue, 20 Nov 2007
 
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Asda is to overhaul its George clothing range next year in response to concerns over the brand’s fashions, which have been labeled as ‘too young’ for the retailer’s core shoppers, according to the Sunday Telegraph .

The Wal-Mart owned supermarket will refocus the George range on 35-45 year-old women and reduce the number of lines in the brand in 2008.

The shift in emphasis follows the appointment earlier this year of former Marks and Spencer executive Anthony Thompson as head of George .

Despite George becoming one of the UK's biggest clothing brands and being sold through Wal-Mart stores across the world, Thompson and Asda chief executive Andy Bond believe that the brand has become too focused on teenage fashions and is neglecting the retailer’s core customers.

Speaking to the newspaper, Andy Bond commented: "George is in OK shape. It is by far the biggest supermarket clothing brand but it needs re-energising."

"Next year there will be much more sensible fashion . Too much of the range has been young fashion ."

Thompson added: "My observation has been that we moved away from our core customer."

"We have to be comfortable in our own skin. We have perhaps been guilty of focusing too much on our competition and not on our customers."

The duo added that George will continue to sell its younger ranges to shoppers, which include G21 and Must Have.

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