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George at Asda: Womenswear

Autumn 10

The look

As at many of its rivals, George at Asda strongly backs knitwear and outerwear for autumn 10, making sure that statement pieces like the camel coat and shearling aviator jacket stand out.

In knitwear, chunky, belted cardigans are key, with the supermarket introducing hand-made jumpers and new blends including angora and silk.

Another of next season’s trends - fur - is also in evidence, on gilets at the start of the season and coats later. Knee-length shift dresses in a range of prints also stand out. Warm neutrals such as camel, brown and cream dominate the colour palette.

Key pieces

  • Belted camel coat
  • Shearling aviator jacket
  • Belted chunky cardigan

Right for the market?

George continues to deliver trend-led pieces at pocket-friendly prices, with the aviator jacket coming in at £35, a hand-knit cardigan at £20 and dresses at £18. While the supermarket has maintained its entry price points, it has also stretched its exit price points due to inflation and rising cotton prices, according to brand director Fiona Lambert. However, it justifies the higher price points with higher-quality fabrics.

George also offers more transitional pieces, such as lighter-weight knitwear, in response to the demands of customers who are buying more in season rather than in advance, according to Lambert.

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