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Coloured denim is right on trend, George at Asda
05
Mar '12
George has found that shoppers are turning to the 'lipstick effect' to lift their mood and are buying great value bright coloured clothing, with coloured womens jeans counting for over a third of all denim sales.

With a tough economy and families £9 per week worse off, a survey of 2,000 customers reveals they are buying low-cost colourful items to cheer themselves up.

Almost three quarters of shoppers are spending up to £20 on colourful clothes to lift their wardrobes and their spirits; and 50% of women are spending their pennies on red clothes to lift their mood and boost their confidence.

For 72%, confidence goes hand in hand with what they're wearing. Striking red, purple and yellow top the confidence chart, while 88% of under 30s choose sunshine yellow to make their statement. Over 50s prefer to keep it simple with a cool blue (68%).

More than 70% of men have admitted that a lady in red will always turn their head, and celebrities also love the colour with the Middletons and Victoria Beckham spotted out and about in red recently. New girl group on the block and bright colour champions Little Mix are inspiring teens of a similar age too with George reporting that the coloured denim offering has amounted to 82% of all denim sales across George' G21 range recently.

In response, George has launched a new range of affordable coloured denim as part of its latest Be Seen In range, in store and online, including a variety of mood-lifting colours which won't break the bank.

Fiona Lambert, George Brand Director commented: "In challenging times people purchase bright colours across both fashion and beauty to lift their spirits. Customers have told us they want to be bold and steer away from the "safe" option of black, and have been looking at affordable ways to lift their moods by buying coloured items.

"Coloured denim is right on trend and we have seen increasing sales due to high profile celebrity colour wearers such as Victoria Beckham and the Middletons. We predict this range will fly off the shelves as customers choose to express their personalities and feelings through what they wear."

Founded in the 1960s, Asda today is one of Britain's leading retailers. It has over 180,000 dedicated Asda colleagues serving customers from 542 stores, including 27 ASDA Living stores, 174 supermarkets, 23 depots and eight recycling centres across the UK (Great Britain and Northern Ireland).

As the pioneer of supermarket fashion, the George brand provides stylish clothes that offer both quality and value. George is sold in over 380 Asda stores nationwide as well as online with George.com with free delivery any of Asda's 542 stores.

ASDA

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