Too much on Sale and not enough focus on new product puts this store behind its rivals.
- Ground Floor Unit 92
Bold blue is a key trend at Dorothy Perkins, as is pale pink, so it does manage to hit two of the biggest themes this season, although the grunge trend is nowhere to be seen apart from a sprinkling of biker jackets. Product seems less exciting than in the summer season, with a few major pieces such as camisoles and pretty sheer tops, but generally erring towards basic knitwear and some unimaginative coats and jeans. The range could have potential, but few pieces demand attention, and with much of the store on Sale, it is hard to concentrate on what’s new, as so many of last season’s styles remain.
Faux-leather biker jackets come in at £52 for a quilted style and £45 for a plain, both of which are fully lined and look good for the price. Unlined fit-and-flare dresses are £22 to £25 though the fabric is thin, and a poorly fitting chunky knitted jumper is £29, with the sleeves disproportionate to the body.
Basic jersey jumpers are good value at £16, as are quilted cotton bomber jackets for £30, both of which come in a tempting range of colours including grey, white and burgundy.
A pretty sheer striped top is great value at £24, as is a thick, fully lined pea coat for £39, although few other items grab the attention.
All seven fitting rooms are full during my visit, so the store is obviously popular and the sales assistant is helpful, offering to call other stores in the area to find alternative sizes. She also has a good knowledge of what’s new in the store, and assists customers in finding alternative products. However, the store itself is messy, with the shoe area in disarray and huge Sale signs distracting from new product. Current season product is also on Sale, with 20% off advertised prices across the store, making Dorothy Perkins at the time the only shop visited offering a discount on autumn stock that isn’t just for students. Given the size of the unit compared with others in Trinity and the newness of the store, it’s a disappointing experience.