George puts on the style to defy fall in fashion sales

Quarterly sales at value brand George at Asda rose 10% during a period when the total fashion market declined by 2%.

The Wal-Mart-owned bargain brand's sales rocket during the 12-week period to 1 February, as it cashed in on deals such as its £19 men's suit and £4 school uniform.

Managing director Anthony Thompson is now a step closer to his ambition of becoming the UK's biggest clothing retailer by 2011.

Thompson told Retail Week: "While market share is important, what's more important is to meet the needs of the customer. Sustained market share growth will only come if we get this right."

He vowed to keep George prices down, despite the weakness of the pound placing increasing pressure on costs. He said: "While we can't defy gravity, it's not in our DNA to put prices up."

George's results cement the retail trend of value specialists beating more established High Street presences at their own game.

While the cheap-chic on offer at Primark and New Look helped sales rise by 7% at both chains, recent like-for-likes at Marks and Spencer were down 4.2% in the fourth-quarter.

Commenting on his results, M&S executive chairman Sir Stuart Rose described the retail market as "still extremely tough".

Rival fashion chain Next also saw a 6.5% decline in full-year sales, while half-year sales at department stores group Debenhams slipped by 3.6%.

Laura Ashley, the brand known for its floral patterns, this week reported pre-tax profits almost halved to £10.2 million in the year to 31 January.

Results from French Connection heaped more misery on the High Street when it reported a £17.4 million loss and axed its final dividend.