Asda is this week launching a £12 mid-size jeans range after a survey revealed many shoppers want extra sizes introduced.
The survey, conducted by University College London, found the average body shape has changed in the past 50 years and women are now more dissatisfied with their clothing size.
George brand director Fiona Lambert said: “One of the most common complaints from our customers is that they are in between sizes.
“We all know there is nothing more unflattering than a pair of jeans that are too tight or loose. We aim to solve this dilemma with our mid-sized jeans.”
Last week Tesco revealed that it is planning to introduce its own-brand clothing website.
