Press Centre

George at Asda launches the UK's first ever High St Asian clothing range

  • 63% of Asda’ ethnic customers have called for affordable authentic Asian clothing
  • Prices start from an affordable £7
  • Sales of ethnic foods have increased 46% year on year

Today, George at Asda launches an Asian clothing range – a first for both supermarkets and the high street. The launch is in response to huge demand from Asda customers for authentic cultural clothing at affordable prices.

The 13 piece collection includes sequin and embellished Salwaar Kameez (traditional suits), Khurtas (tunics), Dapata (scarves) and Churidar (slim leg trousers). The collection has been designed in conjunction with a team in India and is made with authentic Indian material. Prices start from a competitive £7, with a complete suit for £26 – a fraction of the price of independent retailers that can charge up to £60 for similar suits.

The collection was designed with significant input from a panel of Asda customers, and although not aimed solely at Asian shoppers, the styles are suitable for all cultures. Asda is expecting to see a high demand for the collection from customers in anticipation of the Eid Islamic holiday.

“We are extremely proud to be launching the UK’s first mainstream range of traditional Asian clothing.” states Fiona Lambert, Brand Director at George. "We have the broadest socio demographic group of all the supermarkets and we wanted to offer affordable clothing suitable for all our customers.

“Our ethnic food ranges in Asda have seen a 46% year on year increase during Ramadan and we’re expecting huge demand in the build up to Eid and Diwali celebrations.”

Asda’s parent company Wal-Mart, launched a Bollywood inspired collection in Canada earlier this year with an unprecedented positive response from its customers.

“We were blown away by the attention brought on by the launch of our range of South Asian influenced clothing – from industry watchers, to media, to our ethnic customers. Strong sales aside, the buzz and goodwill that continues to surround the line has been absolutely remarkable.” said Wal-Mart Canada Corporate Affairs Director, Kevin Groh.

Groh continues “We believe efforts like the introduction of traditional ethnic wear is part of the reason Walmart has just been voted the top department store of the year by ethnic communities in the Greater Toronto Area – Canada’s most multi-cultural region.”

The range is set to ensure that occasion wear for religious festivals such as Eid and Diwali** are catered for, particularly in light of Asda’s growing ethnic customer and colleague base. Recent years have seen a steady increase in sales of the ethnic foods range, particularly around the Asian festivals – with a year on year sales increase of 46%.

A preview into the Asian range has achieved positive responses from both the consultant Asda customers and industry insiders alike.

Asian Woman Editor, J Wimal comments, “It is exciting to see a well known high street retailer embracing ethnic cultures, and offering good quality authentic outfits at affordable prices. This definitely marks a turning point for ethnic clothing on the high street.”

The Asian range is available from 14th September at selected Asda stores and on George.com.

Posted in Press Centre on 14 September 2009