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DOROTHY PERKINS

Looks 6

The boho and nautical trends are the first to welcome customers into the store, with satin-sheen tunics and smocks, navy striped cotton dresses and floral tea dresses all on offer. Dorothy Perkins also has a go at the sculptural trend, offering angular shaped and bubble skirts, and bandeau dresses. But there is an overkill on the leggings trend, with too many styles set against only one ankle crop trousers in the trend-led area. Surely the Dorothy Perkins customer would favour more tailored trousers over leggins?

Mix 5

About a quarter of the store – at the front – is devoted to trend-led and smart pieces, while the rest is made up of basics, workwear, accessories and footwear and three large rails of special offers at £10. Aside from the trend categories, product is largely merchandised by colour, with black accompanied by bright purple and midnight blue.

Store 7

The store occupies a corner spot on the first floor, so this dominating position plays to its advantage. A 20% off trousers and bags offer is advertised on the window, which entices customers in store. The store is spacious so each category is given plenty of room.

Value 6

A satin-effect, polyester blue tunic at £25 looks cheap, but a floral tea dress with ruffles for the same price looks much better value. A pretty navy striped cotton dress is great value at £16, while basic black trousers at £25 and two pairs of jeans for £25 do the trick. Leggings are £10 and three vests can be bought for £12.

SCORE 24

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