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Hit or miss: Aldo - 20/30

Good on trends, but a little more design innovation is needed if the price points are to be justified.

  • Arndale Centre

Product 7

There are enough trends for women covered in this small store, with cut-out ankle boots, metal toe-cap details across boots and stilettos, tropical and Aztec prints, but not a huge amount of innovation. For men, however, the innovation is admirable, with a ponyskin leopard slip-on catching the eye, alongside suede brogues with orange or yellow soles and coloured laces. However, the small store means choice is limited.

Value 5

Aldo was the only shop I noted not discounting wedge-heeled trainers, with prices stretching from £70 to £90, which seems out of touch compared with the options elsewhere. This overpricing sets the tone for the store, where cut-out ankle boots are £90, without the variation seen in Office. Metal toe-cap stilettos for £76 certainly seem pricey in comparison with elsewhere, as do low-heeled wedge sandals at £70. The quality matches the price but the design innovation can’t compete. In men’s, suede boat shoes for £75 also seem steep as the style is available everywhere, although Chelsea boots for £100 in real leather are worth it because Aldo is one of the few stores featuring the style.

Experience 8

This is a nice store with a great window display demonstrating prices and accessories in a spring-themed window complete with fake grass. The small size makes browsing fairly limited and there isn’t much room to try on the shoes. However, the friendly shop assistant was quick to advise that other styles could be ordered into the store within days and signs around the store also advise about online shopping.

20/30

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