Chasing a younger customer leaves Coast’s product looking fresh but not quite on-trend.
- Ground Floor Unit 96
Coast is pushing a younger vibe in its Trinity store, clearly targeting parties rather than full-on occasionwear. Bright pinks and oranges abound across pretty dresses with flared skirts. There is less of the floor-length heavily embellished product than usual and an increase in separates. Deep purples and reds are popular, and the variety is impressive, with strapless, long-sleeved and both maxi and midi dresses available. Some styles still seem quite old-fashioned in a mumsy way, however, and dresses in particular are quite heavy. Whether young shoppers will choose Coast over Topshop for partywear is debatable.
£100 goes a lot further in Coast now than it would have in previous seasons, with sheer blouses in bold colours for £70, while fully lined shift dresses with neon trims are £95. Details such as hidden buttons and zips add value, while fabric quality is strong. Many dresses are around the £135 mark, which is decent value for fully lined skirts, often with embellishments. Beautifully made real Italian wool coats are between £195 for button-down styles and £220 for wrap coats with faux-fur trims.
Customer service is one thing, but being asked three times in the first five minutes of entering the store if I need any help is another. Items picked up for longer than a second are whisked away to a fitting room, and it feels slightly overbearing. However, asking if I would like heels to wear while trying on is helpful, and fits across the range of products are good. The store itself is appealing and the windows show off a young, fun vibe with the slogan ‘Go to the after party, forget the rules’.