ASDA is to extend a 100-day returns policy across its clothing range, claiming it wants to halt the increase of "throwaway" fashion on the high street.

The move comes months after rival Marks & Spencer cut its 90-day returns deadline to 35 days, to the anger of customers.

Asda in Morriston and Llanelli said it would allow customers to return any item from its George clothing line up to 100 days after purchase, regardless of how many times it had been washed or worn.

The retailer said the guarantee demonstrated its commitment to providing clothing that was made to last, saying the policy would not lead to higher prices.

In July Asda launched a 100-day trial on school uniforms. It said £9 million worth of school uniforms were bought, with returns and exchanges amounting to £900.

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Fiona Lambert, brand director at George, said: "Even though officially it's the end of the recession, the attitudes we have developed towards being less wasteful are here to stay.

"Although we all want to make do and mend, the reality is that the busy mum just doesn't have time.

"The George 100-day quality guarantee now means that our customers should be just as happy with a George garment after washing and wearing as the day they bought it."

She added: "We are in a new era of retailing where customers' perceptions of value are not solely based on price but how long the item will last."

Marks & Spencer faced a customer backlash recently after cutting its returns policy to just 35 days.

For decades there had been no time limit on returning items providing they were unused, there was a receipt and they could be put back on the rack.

But now the deadline has been reduced — with little fanfare –— for the second time in four years as the store attempts to save money.

The cut from 90 days even led unhappy shoppers to vent their frustration on internet forums.

Shoppers have no legal right to return an item and claim a refund just because they have changed their minds.

However, most stores include a period of grace to return goods on the basis that it is considered to be good customer service.

A customer can only legally claim a refund if the product is faulty or is different to what was described.

Their rights can run for up to six years.

However, rules are slightly different for internet or telephone purchases, where a product can be returned within seven days of receipt if the customer changes their mind.

A spokesman for Marks & Spencer said: "The M&S returns policy is the best on the high street.

"We offer our customers a full refund or exchange on goods returned within 35 days, which compares favourably to our competitors, many of which offer just 28 days."

"The last date for return is clearly printed on the till receipt and the overwhelming majority of our customers return unwanted items well within this period — in fact, two-thirds of them return within two weeks."