George at Asda

George at Asda

June 06, 2012 13:32 ET

Kate Middleton Sends Shoppers' Hearts Lacing

- George at Asda sees a 35% sales rise of the nude lace 'Queenie' dress after Kate Middleton is spotted in Alexander McQueen

- 46% sales rise of longer hemlines reported as shoppers emulate the Royals over the Jubilee celebrations

LONDON, UNITED KINGDOM--(Marketwire - June 6, 2012) - The Kate Middleton effect strikes again this week as George reports a flurry of sales of its nude lace dress since the Duchess of Cambridge was spotted at St Paul's Cathedral and Buckingham Palace in a similar style and colour Alexander McQueen yesterday. Sales increased in a matter of hours by 35% in store and are continuing to flood in as Copy-Kate's emulate her look in an affordable way.

George has seen an uplift of 46% in sales of their 'Fit for a Queen' limited edition collection of women's dresses as the Royals opted for longer length hems and delicate fabrics over the Jubilee weekend. The latest range - part of the latest Be Seen In collection - takes inspiration from the young Queen's style and emulates the 50s fit and flare trend.

A teal lace dress similar to Kate's Jenny Packham number saw a similar flurry of sales last week topping the best-seller charts on George.com.

Brand Director and creator of the 'Fit for a Queen' dress collection at George Fiona Lambert said:

"In the build-up and during the Jubilee celebrations, we saw a surge in customer demand for classic silhouettes and formal fashion. The George range of queenie dresses is designed to flatter any shape and accentuates the waist- a favourite shape of the Duchess of Cambridge.

Our George customers love the royals, especially Kate Middleton and George stores have been flooded with Copy-Kate's purchasing our nude lace dress after they saw the Duchess in a similar Alexander McQueen number. We have had a similar reaction to a number of George items that have been favoured by Kate including a 300% sales uplift on our mac collection, a 500% uplift in nude tights over the spring months as well as a 471% uplift on our coloured denim after her appearance in a coral pair. We expect the Kate phenomenon to continue as she has now established herself as a British style icon. We know our customers can't wait to see what she will be wearing next."

Other celebs spotted in fashionable lace recently, include Kim Kardashian, Kelly Brook, Jessie J and Kristen Stewart.

George's 'Fit for a Queen Limited Edition Dresses' are available in from £22.

Notes to Editors

About Asda Stores Ltd.

Founded in the 1960s, Asda today is one of Britain's leading retailers. It has over 180,000 dedicated Asda colleagues serving customers from 542 stores, including 27 ASDA Living stores, 174 supermarkets, 23 depots and eight recycling centres across the UK (Great Britain and Northern Ireland). It has its main home office in Leeds, Yorkshire and its George clothing division based in Lutterworth Leicestershire. Asda serves over 18 million shoppers a week in store and its growing home shopping business serves over 98 per cent of UK homes.

About George

As the pioneer of supermarket fashion, the George brand provides stylish clothes that offer both quality and value. George is sold in over 380 Asda stores nationwide as well as online with George.com with free delivery any of Asda's 542 stores. Over 237 million garments are made a year for George and the company operates a permanent 100 day 'no quibble' quality guarantee on all of its clothing.

About Asda's Price Guarantee

With Asda's Price Guarantee customers can be safe in the knowledge that the price they pay at Asda is cheaper than at Tesco, Sainsbury's, Morrisons and Waitrose, otherwise we will refund the difference.

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