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Supermarkets are changing their price war in jeans design in the sand, with Tesco and Asda launch a cut-price copies of the latest "must-have" denim.
With jeans making a return among designers of haute couture and fashion cognoscenti, the aisles of supermarkets are being filled with designer-inspired denim items for less than £ 20, compared with £ 150 price tags of most wanted After labels,
The price of a pair of jeans fell to a new low earlier this year when Tesco and Asda dropped their price of £ 3 a pair. Tesco sells about 50,000 pairs of jeans in its value a week, and has spotted a new niche in the market for denim. It is also driven by the fact denim is back "in the region."
A Tesco spokesman said the new jeans in its Cherokee range - launched yesterday - are the clothing equivalent of the supermarket's "best" range of foods, and are designed to attract fashion no bargain hunters.
She said: "Our £ 3 jeans are not an item of fashion - which are much more about functional wear. They are really popular with builders, which previously had to spend much money in just a pair of jeans.
"Now do not worry if they are divided into two to get paint on them, because they can easily afford another pair. The Cherokee jeans are much more about fashion, there are different cuts, including cutting thin, and that are marketed as a premium product, because we know that customers want choice. "
The Cherokee were skinny jeans retail at around £ 15, one tenth of the price of a designer denim range are the model, as Sass and Bide. Last month, Asda also launched a series of trendy jeans - priced between £ 12 and £ 18 - George under its label, on the basis of the latest styles.
A spokesman said: "It is simply extending the range of jeans at a time when denim is becoming fashionable again, rather than just a basic theme in the closet."
Saturday, October 4, 2008
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