George maintained the average consumer will have no more than£50 to spend on eveningwear this winter, making affordable clothing much more important.
George brand director Fiona Lambert said: “The little black dress is timeless, rarely wavering in popularity since it began over 80 years ago. Men love the little black dress too; in our survey 74 per cent say it’s their favourite outfit on a woman.”
The grocer’s research showed eight out of 10 people surveyed said they would be more likely to spend money on black clothing than anything else.
“Customers want classic lines that they can wear for longer and impulse buys are becoming a thing of the past as the nation moves further away from disposable fashion to something more durable,” said Lambert.
George launched its strategy of using “real women” in its ad campaigns last month. The little black dress campaign features Stacey Birnie, a lifeguard from Southport and Heather Ford, a council worker from Hull, and will run for the next four weeks.
No comments yet