Aldo - final score: 9/40
Map: Click here to find this store. Score last season: 10 Verdict: More lows than highs. Aldo provides a dreadful example of how not to merchandise footwear. | |
Looks - 2A belting version of the Balenciaga Lego shoe is the only thing cheering up this dismal range. A multitude of sickly sweet pastel patent peep toes water down any credibility on women's styles. Meanwhile, men get a bizarre mix of North American casual mules, recycled Prada styles from the 1990s and dreadful washed leather loafers more suited to the obsure indies in London's grittier districts. | Mix - 2Merchandising is nonsensical. Aldo picks a construction and repeats it in as many colours as possible for women. Men get random casuals directly adjacent to formals. It appears to be largely driven by colour story – a white moulded sole casual style sits against a good pale grey brogue-detail trainer. |
Store - 3Most of the footwear here is like the music playing in the background – from the 1980s. Shelving runs around the side of the unit from the floor to head height. There are far too many shoes on each shelf, making it even harder to decipher fashion stories amid poor merchandising. Staff, however, are very attentive. | Value - 2Aldo has introduced a premium line called Aldo Collection. For women the range features patent peep toes similar in design to Aldo's mainline. However, the price difference is vast – £175 versus £60 – without justification. Separately, straw wedges are above the competition at £60. Tattoo detail boots for men are good value at £80 but old-fashioned loafers are dated and pricey at £85. |
Vox pop: Tasha Mackintyre, 29, nursery nurse
| |
Address: 309 Oxford Street
• Are you a regular shopper here?
