Asda is deploying a new system to predict which items of George clothing will prove most popular in its individual stores - right down to specific colours and sizes.

The £25m assortment, planning and merchandising system uses data on store demographics to identify which items should be stocked on a store-by-store basis.

“Demographic profiling is something we talk about all the time,” said Andrew Moore, executive MD of George. “We’ll be able to tailor ranges and specific assortments for specific stores in specific regions for specific customers.”

Meanwhile, a six-month trial at an Asda store in Boldon - which involved layout changes to make the George concession feel more like a clothing store - has resulted in double-digit growth.

A similar trial at Asda’s Fosse Park store in Leicester led to the store becoming Asda’s top trading store, having previously ranked 12th.

Television adverts for George’s sub-brands, which include Moda and Love2Laugh, are set to hit screens for the first time in seven years over the June bank holiday, as Asda aims to build up discretionary clothing sales.

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