Asda’s George clothing label has overtaken Marks & Spencer to become the second largest fashion brand by volume.

George held an 11.1% share of the market in the 24 weeks to July 6, compared with Marks & Spencer’s share of 10.9%, according to Kantar data seen by Retail Week.

The gap between the two appears to be widening. While Asda’s share slipped to 11% in the most recent 12 weeks of that period, M&S’s share dropped further to 10.7%, it is understood, widening the gap between the two by a further 0.1 percentage points.

M&S held 11.7% share a year ago, and Asda 11%.

Some industry sources suggested the change was not down to a seasonal blip – value fashion retailers tend to perform better over the summer months when consumers stock up on cheaper items such as t-shirts - but rather that the fashion market was undergoing structural change towards value.

When unveiling Asda’s second quarter 0.5% like-for-like rise on Thursday, boss Andy Clarke told Retail Week that a focus on quality as well as service - for example the clothing label’s 100 day guarantee and same-day delivery on some of the range - helped propel George’s sales.

“We know that has given us an advantage,” Clarke said.

Primark holds the number one spot in clothing by volume.

Marks & Spencer is number one in terms of sales by value, followed by Next and Debenhams.