100 day quality guarantee on all George clothing - or your money back
- George at Asda launches the best returns policy on the high street
- One million mums give George quality the thumbs up in biggest ever ‘real life’ testing
- Nearly half of shoppers do not have time to repair clothing, bucking recessional trend of ‘make do and mend’
Today, George at Asda announced it is launching the best returns policy on the high street – a permanent 100 day ‘no quibble’ quality guarantee on all of its clothing. If Asda customers aren’t completely satisfied with the quality of any item bought from the supermarket range, they are entitled to a full refund regardless of how many times it may have been washed or worn.
Unlike the M&S returns policy, which has been reduced twice in the past four years despite severe customer backlash, the 100 day guarantee demonstrates Asda’s continued commitment to providing affordable quality clothing that is made to last.
This is the second time in less than a year that George has launched an improved returns policy. Last July, George launched a hugely successful trial on school uniforms which were put to the test by over one million parents. Any customer that bought uniform was given the chance to return it within 100 days if they weren’t completely satisfied with the quality.
£9 million of school uniform was bought as part of the trial and only £900 was returned and exchanged.
One of the UK’s biggest clothing retailers, George has invested £40 million in the past 18 months on improving the quality and durability of the entire range. Asda hopes that the guarantee will set the bar on the high street, halting the rise of ‘throw-a-way’ fashion that has been fuelled by the availability of cheap, poor quality clothing from competitors.
A recent Asda survey revealed that 70% of shoppers are unlikely to buy the latest cheap trends in order to be fashionable and 40% declared that they would pay a little more for better quality clothes that last. Additional results showed a buck in the recessional trend of ‘make do and mend’ revealing 44% of shoppers simply do not have the time to repair clothes making the 100 day guarantee an ideal solution for busy mums.
Fiona Lambert, Brand Director at George, comments: “Even though officially it’s the end of the recession the attitudes we have developed towards being less wasteful are here to stay and although we all want to ‘make do and mend’ the reality is that the busy Asda mum just doesn’t have time. The George 100 day quality guarantee now means that our customers should be just as happy with a George garment after washing and wearing as the day they bought it.”
Quality teams at George have undertaken vigorous testing across womenswear, menswear and kidswear. Testing for colourfastness, fit, spirality and abrasion are just a few of the quality hurdles every piece of clothing must ‘pass’. As a result, damages have been halved in the last three years and customer returns are now at an all time low. Any clothing returned to Asda is recycled, contributing to the retailer’s commitment to zero waste to landfill by the end of 2010.