Asda clothing brand George launched the second phase of its Real People campaign this week as transactional site Asda Direct went live.

George has launched a wool-rich£15 Little Black Coat with a TV campaign featuring Leza Hastie (pictured), a dental nurse and mum from Somerset.

Last weekend, Asda launched the trial phase of Asda Direct at Asda-direct.co.uk. The site features more than 9,000 products, including George fashion, furniture, toys, cameras and DIY products.

Shoppers can buy online or by telephone. A 644-page catalogue will be in stores within weeks.

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