Jones Bootmaker - final score: 12/40

Address: 15 South Molton Street

Map: Click here to find this store.

Score last season: 25

Verdict: Wins the prize for the most inconsistent offer this spring, with no legible fashion stories.  

Looks - 3

It's impossible to decipher any fashion stories here. Women get fuchsia mid-height heel courts mixed with geisha platforms, pink suede car shoes, ballet flats, woven navy and white peep toes, knitted boots from Ugg and random casuals from Terra Plana.

Men get the usual Jones looks – black, brown and tan lace-ups and slip-ons mixed with some edgy fashion such as long last lace-ups with red piping trim and grey woven lace-ups.

Mix - 2

The buy seems to have been put together on a shoe-by-shoe basis, which makes for a hotch potch store. Without a clear product message it could be a tough season for Jones given the level and standard of competition.

The bulk of the offer is own brand, but brands such as Paul Smith are thrown in – coincidentally the same Paul Smith casual shoe is in three other footwear stores we visited.

Store - 4

The store is let down by orange promotional PoS which decorates the windows and is all over the shelves inside. A striking graphic covers the full wall at the back of the store but leather seating obscures the only footwear in the shot, rendering it useless as a selling tool.

A new "The one to have" wall bay has been introduced to flag up premium product lines.

Value - 3

Pricing is schizophrenic which may explain the level of discounting – perhaps some of this has been built in on margin. A blue patent peep-toe shoe is £145 while fuchsia court shoes are £55. Heel tips on women's product are cheap-looking caramel coloured plastic and are slightly askew – not what you'd expect from this upper mid-market chain.

Black formals with bright trims for men are over the £100 mark while woven grey lace-ups are £75 – a huge and unexplained gulf between the two.

Vox pop: Shabnam Joosub, 26, marketing manager

• Are you a regular shopper here?
Last year was the first time.

• What does this shop mean to you?
I was just looking for smaller sizes and looking for comfortable shoes and they looked like they had some.

• How impressed are you with this season's offerings?
So so, it's maybe not for my age bracket.  There was nothing new, so it might be for an older age bracket.  

• What is it they're doing well?
Their clientele know what they want.

• What have they missed out that you would have liked to have seen? 
More colour and updated styles. Shoes can be fashionable and comfortable.