Marks & Spencer has cut prices on its cheapest women's clothing range by up to 25%, in a move designed to put pressure on rivals such as Next.
M&S is looking to increase the number of visitors to stores
"We have been making double-digit reductions of opening price points where we feel we need to in order to be competitive," an M&S spokeswoman said.
She said other summer price reductions include a £9 cotton t-shirt down to £6.
Brokers Seymour Pierce said M&S would have to sell more to compensate for the lower prices.
Other High Street outlets have benefited recently from what are perceived as comparatively high prices at M&S.
In a report Seymour Pierce says "looking around the store, we see that M&S has reduced the price points of much of its 'entry' merchandise by around 25%".
Analyst at Seymour Pierce, Rhys Williams, said the new prices were designed to help M&S "compete better with Next, which has lowered its 'entry' prices several times over the past 18 months".
He said M&S would be hoping customers lured by lower prices would be attracted by more expensive merchandise when they got into the stores.
"It's all about increasing footfall in the stores with a view to raising the average transaction value," he added.
Other price reductions at M&S this summer include a pack of men's socks down from £10 to £7.