Store moves to curb 'throwaway fashion'
The move comes months after rival Marks and 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.
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Hide AdThe 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.
"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."