Asda is offering shoppers a 100-day money back guarantee on its George school uniforms in a bid to stamp out the price wars among competitors.

Asda will refund customers during the first 100 days of the school term if they are not satisfied with the quality. The usual retailer guarantee is around 28 to 35 days.

The grocer said the move will end the price wars between retailers, which in the past has seen poor quality uniforms flood the high street in the thirst to offer the cheapest prices.

“Some retailers are becoming increasingly focused on being the lowest priced at all costs where quality appears to be an afterthought,” said Anthony Thompson, managing director at George. “Mums are telling us that the time for price wars and stunts is over as parents deserve consistent quality clothing for their kids.”

Asda said it surveyed parents and found that 36 per cent of Mums had previously bought school uniforms from a range of retailers and had been disappointed with the quality.

George – which is the largest schoolwear retailer by volume according to TNS Worldpanel Fashion – has also introduced a range of improvements in its school uniforms this year, but has kept the prices the same. Improvements include using viscose rather than polyester, 100 per cent cotton in polo shirts and sweatshirts and using Teflon for durability.

Thompson said: “It was time for a change and customers want to know they are getting quality and value for money. It would be a scandal if school uniforms went the same way as disposable fashion and in a recession, shoppers invest in quality much more to ensure that products last a long time and don’t need to be replaced.”