UK clothing and footwear prices continued to fall in September, with retailers using deep discounts and promotions to boost sales, according to the latest figures.

The BRC-Nielsen Shop Price Index showed non-food deflation reached 2% in September, down from to 2.3% in August.

Overall shop prices last month fell for the fifth month in a row - slowing to 0.2% from a 0.5% decline in August, the British Retail Consortium (BRC) noted.

BRC director general Helen Dickinson said: "Deflation in September was driven by non-food items and in fact, we've only seen one month since January 2012 which has been inflationary for non-food.

"Retailers have used deep discounts and promotions particularly in audio and visual equipment and men's and children's clothing. This is further evidence of the continuing pressure on margins across the sector."

Mike Watkins, head of retailer and business insight at Nielsen, said promotional savings and coupons continue to help shoppers find the best deals.

"With consumers still uncertain about when and where to spend, we expect competition for discretionary spend to intensify in both food and non-food retailing, as we head towards the end of the year," he added.