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GEORGE AT ASDA

Looks                       6

There are no discernable trends in George’s menswear offer, which is largely made up of casualwear. Printed T-shirts with collegiate-inspired motifs sit alongside striped and checked shirt-sleeve shirts and plain polo shirts, which can be teamed with khaki shorts and combat trousers. The tailoring offer is smaller but more impressive, with a wide range of suiting and shirting options.

Mix                       6

Menswear is one of the smallest categories in this store, behind kidswear, and shares about a third of the total space with footwear and lingerie. Casualwear makes up three-quarters of the menswear offer, which is split into product categories, including T-shirts, shirts, casual trousers and shorts. Formalwear gets a small section within the mix, serving up suits, shirts and ties.

Store                       4

Signage in the men’s department was confusing; a large sign for footwear was placed above the menswear range, while an equally large sign for menswear was placed above boyswear collections. One of the few men’s mannequins was strangely hidden between two large fixtures. But product categories were clearly defined.

Value                        8

George’s good, better, best pricing architecture is spot on in menswear, with a machine washable suit at £19 and a lined, double-breasted option at £49. Machine-washable ties are £3 and silk options are just £5. Short-sleeved check shirts start at £6 and combat trousers at £16.

SCORE: 24

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