Blog: Leonie BarrieThe sums add up for Adsa

Leonie Barrie | 1 August 2008

Supermarket group Asda is hoping to win back cash-strapped customers who are shopping at discount grocers like Aldi and Lidl with an offer for what it claims to be the “lowest ever priced school uniform.”

Set to hit the hangers this weekend, the George at Asda outfit costs just GBP4 and is available for children aged from 3 to 12 whatever their age. It consists of a polo shirt for just 50p, and trousers or a skirt and a sweatshirt for GBP1.75 each.

Last year Asda was selling the equivalent uniform for GBP6.25, and three years ago it was GBP10.25.

So how does it do it? George says it’s able to offer these prices by buying fabric by the mile, using a smaller number of manufacturers and planning significant lead times into the production process.

The offer hits back at Marks & Spencer which last week unveiled its lowest price uniform starting at GBP6.50 for children aged up to six years old and rising to GBP13.50 for those aged 12.

Asda’s also trying to stir up a debate on kidswear pricing, which often sees prices go up as sizes get larger. M&S was recently forced to go on the defensive on a similar issue after a Facebook website called on it to axe a GBP2 surcharge on bras above a DD cup.


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