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George at Asda kicks off Back to School sales war

George at Asda is launching its Back to School range in stores tomorrow, its earliest ever launch date, with a one-price-fits-all strategy for 3-16 year olds.

A uniform will cost £4.75 but customers have to buy multi-packs of each item to achieve the lowest price per uniform. Two twin-packs of polo shirts will cost £3, a two-pack of sweatshirts costs £3 and a two-pack of trousers is £5.

“If you take our polo shirt and directly compare it to the quality of another retailer’s, it’s the same, if not better.”

Anthony Thompson, managing director, George at Asda

Last year George’s school uniform was £4 but flat-rate pricing only ran up to age 12.

The range consists of a 100% cotton polo shirt or Easy Iron shirt, 100% cotton sweatshirt and Teflon coated trousers.

George at Asda said the same uniform for a 16 year old from Tesco would cost £15.25 and £21.50 from M&S.

George managing director Anthony Thompson said: “If you take our polo shirt and directly compare it to the quality of another retailer’s, it’s the same, if not better. By charging the least possible price we can for school uniforms we are helping to keep the total cost of school down. We have decided to launch this campaign as early as possible so parents can buy uniforms in plenty of time allowing them to have a stress free summer with no worries about the cost of going back to school in September.”

The £4.75 uniform will be available in Asda stores and online for 10 days, starting from tomorrow.

According to TNS Worldpanel Fashion, the school clothing and footwear market is worth £1.05 billion for the 52 weeks to April 28, a drop of 14% on the previous year. Supermarkets are the largest sector by volume, with a 35% market share.

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