Principles - final score: 26/40

Address: 260 Regent Street

Map: Click here to find this store

Score last year: 27

Verdict: More trend-led than tailored, Principles has made a valiant stab at competing with fast-fashion rivals.

Looks - 6

Principles is suggesting a less tailored look this season than it offered for autumn. Pencil skirts have given way to high-waisted A-line styles, while shirt dresses indicate a safari trend.

Florals are embroidered or appliqued to offer a point of difference to the prints seen across much of the high street, and there is a smattering of pin tuck detailing on blouses and shirts.

Fabrication is slightly strange in parts, for example a satin-effect top is paired with a linen skirt on a dress.

Painterly lime and chocolate high-waisted skirts show Principles more inventive and experimental side.  

Mix - 6

Principles sticks to its colour merchandising strategy, leading with a monochrome story of 1950s-style dresses.

These are followed by plenty of A-line skirts, with demure hems just below the knee, capped-sleeve or sleeveless shirt dresses, silk blouses and a healthy injection of linen, both on jackets and trousers.

Value basics are played down in this store, confined to a cubby hole at the back of the shop. Those looking for workwear will be disappointed, with only one or two suits on show.

There is also a small footwear section upstairs next to the Petites range.

Store - 6

The whole upstairs section of this store is dedicated to the Petites range, which seems a little excessive, especially as much of the product is doubled up.

The retailer has missed a trick by not merchandising more of the statement jewellery pieces alongside appropriate product, which look good for the tribal trend with plenty of ethnic beading.

The shopfit is modern with a colour scheme which tones well with the muted creams and peaches in the product, and the big mid-season Sale posters and Sale rails are neat and tidy.  

Value - 8

Retaining its reputation for strong detailing, a cotton poly mix knit with diamente buttons and beaded trimming is a respectable £39, and a navy belted sleeveless shirt dress has interesting folds of material around the neck, its individuality justifying the £79 price mark.

Ruffle-fronted cotton blouses are on the more pricey side at £35, but a sequinned cotton kaftan top is much more favourably priced compared with Monsoon's version at £39.

A white waistcoat fares less well against its competitors at £39, but a striped jersey is adorned with an oversized rosette, making it good value for £39. 

Vox pop: Angela Pocock, 46, director of human resources at Birmingham University

• Are you a regular shopper here? 
I shop here occasionally.  

• What does this shop mean to you?
The clothes are very classic, providing a good alternative to some of the more trend-led high street stores. They are ideal for the working woman's wardrobe.

• How impressed are you with this season's offerings?  
There were a couple of blouses I liked. The colours were nice; I liked the palette of coral, cream, beige and shell-pink. There was also a big emphasis on monochrome, which looked very elegant.

• What is it they're doing well?
The colours are strong. I think it's good that Principles has avoided all the citrus and lime that's around at the moment, as those colours are hard to wear. The clothes also have a mix-and-match functionality.

• What have they missed out that you would have liked to have seen? 
I needed a decent suit for work, but couldn't find one. Principles used to be really good at suits but they've lost their way a bit.