Asda mounts George fashion attack

Asda is mounting a TV attack on high street fashion stores with new advertising aimed at overcoming customer prejudice about buying clothes at supermarkets.

Asda is mounting a TV attack on high street fashion stores with new

advertising aimed at overcoming customer prejudice about buying clothes

at supermarkets.



A national campaign breaking this week through Publicis for the chain’s

George clothing range is intended to ’explode the myth’ that supermarket

clothes are badly made and boring.



The two 40-second commercials promoting the George range, first

advertised on TV two years ago, are intended to align Asda’s clothing

more closely with its ongoing campaign, which centres on everyday

problem-solving for young mothers.



The George range, developed by the founder of the Next chain of fashion

stores, George Davies, was introduced into Asda stores at the end of

1989 in an attempt to fill what was perceived to be a gap in the

market.



The range is available at 182 of Asda’s 203 stores, but still has

significant consumer resistance to overcome.



’Supermarket clothing is still perceived as a commodity item,’ John

Wringe, the Asda board account director at Publicis, said. ’That’s to

say supermarkets are seen to be OK for socks and underwear. In fact, the

George range is well-made clothing that is good value for money and

certainly not boring.’



The commercials underscore the message of an accessible yet classy

offering in a catwalk sequence featuring women and children modelling

the current George collection against the backing track, Get Ready For

This, by 2 Unlimited.



They were written by Paul Campion, art directed by Stephen Glenn and

directed by Mick Rudman through Annex Films.