By RICHARD SIMPSONLast updated at 10:08 22 April 2008Asda has dumped Coleen McLoughlin as the face and shape of its women's clothing range as it seeks to move upmarket. >Wayne Rooney's 22-year-old fiancee was told her services were no longer required when her £3million, two-year contract came to an end last month.The supermarket giant is setting its sights high in the quest for a replacement with targets such as Joanna Lumley, Helen Mirren, Sienna Miller and, according to one source yesterday, French president's wife Carla Bruni. Dumped: Coleen, at Heathrow airport bound for the US yesterday, has been dropped by Asda The supermarket are hoping for a more elegant image by using the French first lady Miss McLoughlin's spokesman said: "The contract came to a natural end. Asda are changing their campaign to go after thirtysomethings, which is plainly not Coleen's demographic." He added however: "She is currently in talks with a number of other High Street brands."And a source close to Coleen added that the contracts she is associated with in the next two years are "worth a total of £10 million to her".
Coleen, 22, was chosen for the George at Asda campaign to appeal to ordinary shoppers who could identify with someone who was not a stick thin model.In turn, she helped the store's own sales by wearing George outfits to high profile celebrity events.However in a hint perhaps of the break-down of her relationship with Asda, she went to Aintree earlier this month in a £1,500 Balenciaga dress.George brand director Fiona Lambert admitted changes were being made. She said: "Coleen has been a fantastic ambassador for us and we can't thank her enough. She has worn George clothing to star studded events, always looked gorgeous and helped us at every opportunity."But its time to change the emphasis a little. We want to show that our core fashions are for everyone."Customers want us to concentrate on better designs and better quality but still maintain great value prices."Coleen signed for Asda just before the World Cup in Germany in 2006, a tournament which then pushed footballing WAGs - Wives And Girlfriends - firmly into the limelight.
Check out time: Coleen was the face of the supermarket for two years Asda also signed Rooney at the same time but dropped him again after he was injured.Coleen went on to sign further deals including a £1.5 million contract with sportswear brand Nike Women and launch her own eponymous perfume.And ITV2 has just signed her up for a second series of Coleen's Real Women.But Asda is keen to become more like Marks & Spencer and ditch any associations it may have with what some upmarket consumers see as 'Chav' culture.It wants to attract a middle class customers who may do their food shopping elsewhere but will come to Asda especially for clothes.The Must Have range which was promoted by Coleen is being dropped and replaced with a new line called G21 for the 15-24 year-old age group.There will also be a new women's brand called Moda and a man's one called Boston Crew.Asda may recruit a male celebrity too for some advertising in the way that M&S hired Hollywood star Antonio Banderas for its Christmas campaign.
At the moment Asda has an eight per cent share of the UK clothing market but wants to overtake M&S which has a 12 per cent share. Middle of the day and everything we asked for was out of stock. What we did get arrived cold. Toilets in the supermarket where vile, so dirty came to give baby her bottle, got myself tea and bacon batch, bacon cold not cooked properly batch stale Went to Asda last night and there was a man with a disability struggling to pack his bags and lady at the till watched him struggle so I had to help him that fella was so happy I helped him. The woman should not be on the till if she is not willing to help her name was Kelly!! Dirty tables food was awful staff had no time for anyone though wasn't busy tables left dirty simple fact is they can't prepare nor how to cook it nor present it won't be back ASDA breakfasts are nice, the staff aren't great as they pretty slow getting food to people though. The cutlery is always unclean too. The cafe is always filled with screaming kids and not very plesant when trying to enjoy your food but that's not the fault of ASDA.
Called in after shopping to feed the baby, facilities are poor. No bottle warming station and high chairs are poorly located when on your own and not wanting to leave baby to get a chair. No assistance to table with hot drinks etc leaving you to juggle a tray and a pram. When food is ready they scream... At best this was a very poor visit to what is a dreadful asda store. By their standards this was disgusting and the staff were very unhelpful and the customers rude. We ordered the brunch which was luke warm, the toast was merely warmed bread. I would never eat in there again or recommend it to any one. first of all it was expensive, the staff were busy chatting and ignoring customers, finally when they decided to end their unofficial tea break we got service with a frown oh and looked up and down for good measure, anyway ordered a brekky, for the most part it was ok but the egg was stone cold, and the bacon looked... Don't bother going to asda for your eye test or glasses very unorganised don't have the staff in to fit glasses or check them this was at bromborough not Birkenhead
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