Asda George

March 02, 2012 12:26 ET

Women Turn to Red When Feeling Blue

- 68% of shoppers spend up to £20 on clothes to cheer themselves up

- 50% of women buy red clothes to lift their mood and boost confidence

- George has launched a range of affordable coloured denim in store and online for just £10 to help boost the nation's mood

LONDON, UNITED KINGDOM--(Marketwire - March 2, 2012) - George has found that shoppers are turning to the 'lipstick effect' to lift their mood and are buying great value bright coloured clothing, with coloured womens jeans counting for over a third of all denim sales.

With a tough economy and families £9* per week worse off, a survey of 2,000 customers reveals they are buying low-cost colourful items to cheer themselves up.

Almost three quarters of shoppers are spending up to £20 on colourful clothes to lift their wardrobes and their spirits; and 50% of women are spending their pennies on red clothes to lift their mood and boost their confidence.

For 72%, confidence goes hand in hand with what they're wearing. Striking red, purple and yellow top the confidence chart, while 88% of under 30s choose sunshine yellow to make their statement. Over 50s prefer to keep it simple with a cool blue (68%).

More than 70% of men have admitted that a lady in red will always turn their head, and celebrities also love the colour with the Middletons and Victoria Beckham spotted out and about in red recently. New girl group on the block and bright colour champions Little Mix are inspiring teens of a similar age too with George reporting that the coloured denim offering has amounted to 82% of all denim sales across George' G21 range recently.

In response, George has launched a new range of affordable coloured denim as part of its latest Be Seen In range, in store and online for just £10**, including a variety of mood-lifting colours which won't break the bank.

Fiona Lambert, George Brand Director commented: "In challenging times people purchase bright colours across both fashion and beauty to lift their spirits. Customers have told us they want to be bold and steer away from the "safe" option of black, and have been looking at affordable ways to lift their moods by buying coloured items.

"Coloured denim is right on trend and we have seen increasing sales due to high profile celebrity colour wearers such as Victoria Beckham and the Middletons. We predict this range will fly off the shelves as customers choose to express their personalities and feelings through what they wear."

George at Asda Be Seen In Coloured Denim jeans are priced from £10* and are available in store and online at George.com today.

Notes to Editors:

* Asda income tracker.

**Coloured denim will be priced at £10 for a limited period only - £14 thereafter.

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.

Contact Information

  • For further information, images and samples, please contact
    Asda Press Office
    Becky Briggs
    020 3003 6302
    becky.briggs@freud.com