Asda plans to revive George brand

According to Asda chief, Andy Bond, the George fashion brand needs reviving and the group has set their sights on being the leader in fashion and reclaiming the top spot from Primark.

The George label was established by George Davies, the clothing entrepreneur, 16 years ago. The brand is now a £2 billion business that claims to sell 1 in 10 of all items worn in the UK.

However, growth rates have been falling behind its competitors such as Tesco and Primark. Furthermore, the company’s boss Angela Spindler departed in August. Former Marks & Spencer and Gap executive Anthony Thompson has taken over.

Asda denied any move to increase prices in spite of comments made by its competitors that cheap fashion has had its day. Andy Bond remarked that jeans were £14.99 in 1999 and are £3 today. Mr Bond also denied claims from anti-poverty campaigners that businesses such as Asda forced low wages on textile workers in Asia.

Bond concluded that the company carried out 15,000 audits of suppliers every year but it would be impossible to say what is going on in every factory every day. However, it wants nothing to do with unethical practices.

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