The price of clothing continued to fall in January, dropping by 5.3% month-on-month, according to the latest BRC figures.
This follows a 0.2% month-on-month decrease in fashion during December.
Year-on-year, the average price of clothing and footwear has fallen by 9.9% over both months.
Prices went down across all clothing categories, but womenwear and babywear experienced the greatest drop.
Clothing suffered greater declines than wider retail, which experienced year-on-year deflation of 1% in January, although this in itself was the biggest annual slump in any month since the survey began in 2006 and the ninth straight month of declining prices.
Helen Dickinson, director general of the British Retail Consortium said: “January is always a key month for sales and promotions but discounts have been deeper and more widespread than last year and we are seeing this trend continuing. Our figures show that there have been particularly good deals to be had in clothing, furniture and electrical items this month as retailers prepare for their new collections.”
Mike Watkins, head of retailer and business insight, Nielsen, said: “The start of 2014 has seen a continuation of both slow retail growth particularly in food, and a continuation of slowing inflation. With the first few weeks of January a time when many households take stock of personal finances, the fall in shop price inflation will be a welcome boost for consumers”