George at Asda claims it can afford to offer such a guarantee on all of its items following a £40million investment in the quality of its low-cost ranges, which include lingerie, over the last 18 months.

Customers will be entitled to a full refund regardless of how many times the item has been worn if they're not completely satisfied with its quality. It follows a launch of a 100-day returns policy on school uniforms in 2009, which saw just £900 of goods returned out of sales of £9million.

Brand director at George, Fiona Lambert, explained the move: "The George 100-day quality guarantee means that our customers should be just as happy with a George garment after washing and wearing as the day they bought it."

See also:
Asda Pursues Online Growth for Fashion Offering
Ebay To Launch Fashion Channel
M&S Loses Clothing Market Share to Primark, Asda and Tesco
UK Consumers Most Likely To Buy Online
E-tail Sales Growth at Record Low For January

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