Asda is to extend a 100-day returns policy across its clothing range, claiming it wants to halt the increase of "throwaway" fashion on the high street. The move comes months after rival Marks & Spencer cut its 90-day returns deadline to 35 days, to the anger of customers.

Asda said it would allow customers to return any item from its George clothing line up to 100 days after purchase, regardless of how many times it had been washed or worn. The retailer said the guarantee demonstrated its commitment to providing clothing that was made to last, saying the policy would not lead to higher prices. In July Asda launched a 100-day trial on school uniforms. It said £9m worth of school uniforms were bought, with returns and exchanges amounting to £900.

Fiona Lambert, brand director at George said, "Even though officially it's the end of the recession, the attitudes we have developed towards being less wasteful are here to stay. Although we all want to make do and mend, the reality is that the busy mum just doesn't have time. The George 100-day quality guarantee now means that our customers should be just as happy with a George garment after washing and wearing as the day they bought it."

She added, "We are in a new era of retailing where customers' perceptions of value are not solely based on price but how long the item will last."

NamNews - Monday 8th March 2010

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