Burton - Churchill Square Shopping Centre
It is good to see a lot of the season’s trends trickling into Burton’s offer, with print and pattern appearing throughout but worked in colours and designs that will appeal to the Burton man. For instance, T-shirts don’t always come with all-over prints, but focus on printed pockets and sleeves as a nod to the trend. Bomber jackets are the only nod to the sports trend, although these also come in faux-leather versions.
The store is quite small and is packed with product which, added to the low ceiling and lack of natural light, makes it feel a little claustrophobic. Sizes focus on mediums for tops and 32 to 34 waists on bottoms, with small or larger sizes neglected.
Burton certainly offers some competitive prices this season, with printed T-shirts available for £20, or two for £28 and jeans for £30 or two for £50, which is good value. Statement printed sweaters come in at £25, which is the same as River Island but less than £28 at Topman.
Staff make no attempt to approach or engage with customers and remain behind the till having a personal conversation while customers browse. On leaving the changing room, staff simply shout over from the till to ask if I have any other questions. The changing rooms are badly lit and untidy, littered with old clothing hooks, bits of old cardboard and dust.
Visual Merchandising 3/10
The front of the Burton store in Brighton is undergoing maintenance so there are no window displays. Although there are signs to show that Burton is ‘open as usual’, it did take me a while to spot the store and find the entrance. Inside, the VM is fairly minimal, although signs for prices are clear and Sale areas neat.