Press Centre

Asda goes back to black

Asda get the Christmas party started with £12 little black dress

On Monday (November 2, 2009), a £12 little back dress will be going on sale in George at ASDA. According to research* by the supermarket, 71% of shoppers will have no more than £30 to spend on clothing this month so George is confident that the £12 dress will be flying off the shelves this week as it’s a perfect buy in preparation for the party season.

Last year, when George launched the £12 Little Black Dress for the first time, it was one of the fastest selling items over Christmas with thousands of customers desperate to try and snap up the limited stock available.

Due to its versatility, the little black dress has been a wardrobe staple for women for over 80 years since it was launched by Coco Chanel in the 1920’s and has been classed as one of the most influential garments in fashion.

Fiona Lambert, brand director, George comments: “The LBD is timeless, rarely wavering in popularity since it began over 80 years ago. Nearly all women love theirs for its slimming, yet curve enhancing properties. The little black dress enhances the figure rather then tries to disguise it.

“Savvy shoppers want classic lines that they can wear for longer and clothing they can dress up or down depending on the occasion. Our customers asked us to bring back the £12 LBD this year in time for the party season so we can’t wait for them to see the new designs and let us know what they think of them, but we advise them to hurry as once again there is limited stock and they will sell out fast!”

And it isn’t just the just the girls that will be getting their hands on a bargain this Christmas, guys can get in on the act as well with a tuxedo for £40.

The £12 dress mixes matt and shine finishes, which is a key trend this season. Its sexy peek a boo detail allows you to wear a bra which a key detail customers look for when buying evening wear. It’s also stretchy, so it’s flattering and comfortable. The dress is machine washable it means party goers can also save on dry cleaning bills.

The little black dress has been made famous by style icons such as Princess Diana, Liz Hurley, Monica Lewinsky, Rita Heyworth, Cindy Crawford, Nicole Kidman and Audrey Hepburn and now every woman can have a piece of that style, without compromising on quality for just £12.

Posted in Press Centre on 01 November 2009