Clothing and footwear prices fell by 4.9% year-on-year in July, the 28th month of decline.
Five of the six sub categories suffered an acceleration in their deflation rates, three of which remain above the overall clothing and footwear rate (womenswear, kidswear and accessories), according to the British Retail Consortium Nielsen Shop Price Index.
Babywear was the only sub category where prices increased year on year, although the rate of growth slowed.
“Clothing retailers were keen to shift their stock with widespread discounts clearly part of their strategy,” said Helen Dickinson, director general of the BRC.
Mike Watkins, head of retailer and business insight at Nielsen, added: “Deflation in retailing has been a big influence on sales over the last 12 months, as has the unpredictable weather, price cuts and short term promotions.
“Shoppers are saving money which is helping consumer spend in the wider economy.”