Sales of summer product including linen and swimwear have rocketed at George at Asda as shoppers prepare for the holiday season.
Asda said that demand for its George swimwear, flip flops and natural material product such as 100% cotton and linen garments has risen, as shoppers try to spread the cost of their holiday wardrobe.
George at Asda’s bikini sales are up 22% year on year. George at Asda said it was forecasting sales of linen garments under its Moda sub-brand to grow by 40% year on year.
Asda said that its shoppers wanted to wear linen product now and throughout the summer as it could be easily dressed up or down, making it a “low cost per wear” item.
George brand director Fiona Lambert said: “Shoppers are getting even savvier with their spending and as they are having to save to buy anything new they are planning well in advance for their holiday wardrobes. Natural fibres like linen are also being associated with frugal living and mums especially are going back to trends they were familiar with in the 1990s.”
She added: “We saw the linen trend coming through on the catwalks last year and so brought our safari-inspired range forward by three months. Linen is great as it flatters everyone, no matter what shape or size and is versatile enough to be worn in the office, shopping, on holiday or on nights out.”