Young and at times fun, the product is let down by the store’s unworkable shopfloor.
Young and cheery, the collection has more than a hint of its Inditex stablemate Zara about it, but on the whole offers items that swap slickness for a youthful attitude. Fun pieces such as a sweatshirt with a big contrast varsity-style ‘FYI’ appliqué detail and a busy parrot-print T-shirt are really successful. The range of leather and PU jackets on offer is broad, and outerwear in general is strong, with jolly ski lodge-feel padded jackets a highlight. However, the more basic pieces are unexciting and the whole collection seems disjointed, as though it is aimed at several customer profiles but does not satisfy any.
The materials used are far from top-notch but the prices just creep up above what someone would expect to pay, making the collection as a whole rather pricey. There are plenty of synthetic materials on display, such as the PU jackets at £69.99 and speckly acrylic knits at £25.99. Jeans are around the £29.99 mark but are no better than the £19.90 Uniqlo versions. A busy Sale area is definitely affecting full-price purchases.
The shopfloor is a really cramped space, stuck high above the more expansive womenswear on the ground floor on a mezzanine. After climbing the two flights of stairs, the area is a disappointment and is so packed with stock it’s hard to get around without bumping into people or product.
The disjointed feel to the collection means figuring out where, say, the outerwear lives is a challenge. The changing rooms are similarly cramped and the Sale area is rammed with stock so it would appear the staff have been charged with attending rails rather than customers.