dress code: Richard Cole from The Famous in Cheltenham
THE price of an Asda school uniform has dropped to just £4, but one businessman in Cheltenham says it won't guarantee quality and service.
The supermarket has unveiled what it ssays is the cheapest school uniform in the country.
The outfit, for children aged three to 12, goes on sale this weekend, and is a flat price, regardless of age.
But Richard Cole, director of The Famous of Cheltenham, which specialises in menswear and school uniforms, says he doesn't think it will impact on business.
“Asda's uniform is aimed at primary school and younger children, rather than secondary schools, which is the bulk of what we offer. We still sell at competitive prices and items like polo shirts and blazers have come down.
“Our strength is quality and personal service and the fact we offer this all year round, rather than just August when parents are getting their children ready for the next school year.
“If parents need more clothing in January, they won't be able to find them in Asda, whereas they will be able to find it here.
“Of course we can see some people will benefit from this and that's fair enough, but I don't think it will affect us too much. We offer uniforms in a range of sizes, 52 weeks a year.
“A shirt from The Famous in Cheltenham costs around £6 or £7, and a polo shirt, £5.”
Asda bosses said that when rival Marks & Spencer unveiled its lowest price uniform last week at £6.50, it was only for children aged up to six, while a uniform for children aged 12 would cost £13.50.
“Asda believes it's time pricing structures that increase with age should be challenged, and parents of older or larger children should not be penalised in this way,” said a spokesman from the store.
The uniform, designed by its brand George's back to school team, includes a polo shirt, sweatshirt, trousers or a skirt.
The spokesman said: “The average family spends more than £320 a year on uniforms for up to 12-year-olds.
“With the flat rate from George, spending on uniforms could be as low as £32 a year, saving a family up to £290 at a time when many are really feeling the pinch of the credit crunch.”
The £4 price relates to a uniform of polo shirt at 50p, skirt/trousers at £1.75 and sweatshirt £1.75.