Close-Up: Live Issue - M&S goes back to basics after Asda steals its clothing crown.(Marks & Spencer )

M&S needs to concentrate on quality to challenge its rivals, Rachel Gardner says

The firm grip Marks & Spencer has held on the clothing market for nearly half a decade was broken last week when the store saw its pile-'em-high-sell-'em-cheap rival Asda overtake it for the first time.

The supermarket was crowned Britain's biggest clothing retailer after figures produced by Taylor Nelson Sofres revealed its George range had sold more items of clothing than any of its competitors. Its volume rose to 9.4 per cent, compared with M&S's share, which remained at a static 9.1 per cent.

However, in terms of sales by value, M&S is undeniably still the king, topping the Wal Mart-owned supermarket by around pounds 3 billion pounds.

Added value has always been the stalwart positioning for M&S, but the TNS FashionTrak figures hint at a dramatic shift in consumer attitudes towards low-cost, disposable fashion.

A decade ago M&S dominated the 'basics' market, with a business model constructed around people buying clothes to wear for five years or more.

But now the likes of Asda, Tesco, Matalan and Primark offer less expensive versions that sit well in an increasingly price-conscious market.