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George launches school uniform quality promise

George at Asda is introducing a 100-day money-back guarantee on its school uniforms in a bid to put one over its rivals in the school uniform war.

The supermarket said it was so confident in the quality of its school uniforms it was making a commitment to fully refund customers who were dissatisfied with the quality of its school uniforms during the first 100 days of the school term. The refund promise applies to all purchases made between July 15 and September 13.

George at Asda introduced a range of improvements to its school uniforms this year including using viscose rather than just polyester and the use of 100% cotton for polo shirts and sweatshirts. It also introduced Teflon coating for durability and stain resistance and Lycra for a better fit.

In a survey conducted by George at Asda, 36% of mums said they had been disappointed with the quality of school uniforms available. About 68% of parents said they would be willing to pay a little more, for a better quality uniform.

George at Asda managing director Anthony Thompson said: “Some retailers are becoming increasingly focused on being the lowest priced at all costs where quality appears to be an afterthought. Others do offer quality but at extremely high prices especially on uniform for older boys and girls. Our quality is comparable to the very best but much better value for money.”

Asda launched its Back to School range in stores early June, its earliest ever launch date, with a one-price-fits-all strategy for 3-16 year olds. A uniform costs £4.75 but customers have to buy multi-packs of each item to achieve the lowest price per uniform.

This prompted Tesco to wade into the schoolwear price war, undercutting Asda with the launch of its cheapest ever school uniform at £3.75.

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