Daily Research News Online no. 2526 - George Impressive in Women's Clothing

George Impressive in Women's Clothing

August 5 2003

Supermarket chain Asda have continued their advance into the UK clothing market with the 'George' range, and could pose an even greater threat to other major discount retailers when they open up new stand-alone George stores in the high street from September onwards, according to new data from TNS.

TNS's Fashion Trak division reports that in the two years to June 2003, George has increased its value share from 2.6 to 3.1 per cent of the total clothing market. Its volume share is much higher, with more than six per cent of all men's and women's clothes and a market-leading eleven per cent of childrenswear. Of late, growth in sales of women's clothing has been particularly strong, and in volume terms George is second in the UK for all clothes.

TNS looked at the retailers most at risk if the George stores are successful and roll out nationwide, and found that New Look and Matalan stand to lose out the most. Looking at three markets separately, TNS predicts that the retailers most likely to be affected are as follows:

Children's clothing	Women's clothing	Men's clothing
1) Primark	1) New Look	1) Matalan
2) Next	2) Matalan	2) Littlewoods Stores
3) Matalan	3) Primark	3) Burtons
4) Adams	4) TK Maxx	4) TK Maxx / BHS

According to James Hobbs, Business Group Director, TNS Fashion Trak, the initial trial period is crucial: 'The recent explosion of retail discounters has led to stiff competition between operators and there are signs to suggest that the discount retail market is now becoming saturated. If these pilot schemes are successful and Asda embarks on a national roll-out of high street outlets, it will need to ensure that the popularity of George is maintained. Monitoring and understanding consumer demand, as well as its competitors' activities, will be vital to ensure that its product offering meets consumer expectations and strengthens the brand position outside of Asda'.

In other words more research needed? We anticipate little dissent from DRNO readers at least.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.