Odd shop design and too much depth in last season’s trends don’t help the Arcadia fascia.
Burton has always been the poor relation to Arcadia’s other menswear fascia Topman, and unfortunately the older brother appears to have got the hand-me-downs again this season. Repeat-print shirts and contrast-pocket polo shirts are innumerable but none look fresh and some of the jersey pieces look almost like an after-thought. Putting all the trend eggs in one basket is a dangerous strategy, and not one employed at Topman. Jackets and coats are another key area but, save for a decent denim jacket, none stands out. Suiting is standard.
Sadly, here too Burton lags behind somewhat, with fashion blazers at £70 feeling flimsy and a polyester suit appearing shiny and not great value for £109 (Marks & Spencer offers better quality for the money). A 30% off jackets promo seems to be jumping the gun so early in the season, while Sale rails - taking up roughly a third of the floor - are packed with more repeat-print shirts left over from the summer, cannibalising sales on the new options. However, basic sweats at £20, a £20 denim shirt and wool-mix pea coat at £70 are more successful.
As one of the launch retailers in Westfield, it seems odd that such an awkward space would have been designed, with no ground floor space. On arriving at the top of the Sports Direct-style escalator, the space circles back round to the right, with low ceilings and dimly lit areas. Rails of stock waiting to be put out litter the space and no approach from any member of staff is made. A messy layout of permanent rails means there is no flow to the floor.