UK supermarket group ASDA, a subsidiary of US behemoth Wal-Mart, has revealed that it is to launch a new "fast fashion" womenswear range in the company's George clothing section, in seven weeks time.

ASDA, which is currently repositioning itself as one of Britain's fastest growing clothing retailers as well as a grocery giant, claims that the range "redefines supermarket fashion".

Masterminded by George's design director Kate Bostock, the new ranges, in sizes 8-20, will be refreshed every four weeks, a first for any UK supermarket, and reflect the fast-moving trends on the catwalk.

"What our shoppers say is clear - if you have to wait, it's far too late," said Kate Bostock. "This is the most exciting thing to happen to our George clothing range since its launch 12 years ago

In May, the fast fashion concept will be extended into menswear.