Supermarket giant Sainsbury's on Monday announced plans to launch its own cut-price fashion range as it looks to cash in on the lucrative value-price clothing market.

The retailer will next month introduce a Jeff & Co Essentials line - a discount line of its Jeff & Co apparel - into 17 stores and plans to extend the range to a further 12 shops by the end of 2002.

The move comes as rival Asda's George label continues to go from strength to strength and also comes just weeks after Tesco agreed a deal with US discount clothing brand Cherokee.

Among the garments featured under the Essentials tag will be a three-pack of T-shirts for £12, shirts for £6 and Chinos for £14. Sainsbury's hopes the move will quickly see it win a slice of the £4.4 billion value-priced clothing market.
Sainsbury's commented: "Jeff & Co is more of a quality range and Essentials is more of a basic range so it will appeal to a broader spectrum of customers."