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Hit or miss: Dorothy Perkins - 38/50

Dorothy Perkins - Unit 24, Bon Accord Shopping Centre

Product 8/10

Trends are well covered, from oriental floral prints to plenty of pastels and neons. Standout pieces include bold-printed jumpsuits and maxi-dresses, as well as pale pink and blue wide-leg trousers and 3D-textured knits.

There are many options for pretty summer separates, including every kind of skirt and blouse imaginable, but the store does not have much in the way of outerwear.

Merchandising 8/10

There is a good range of sizes out on the rails, with at least a couple of each option, as well as petite styles in their own area. Key items shown on mannequins are easy to find, generally focused in the centre of displays and placed alongside complementary outfit pieces, such as T-shirts next to dungarees.

Value 8/10

Most items sit around the £20 to £30 mark. A pink blouse, at £20, is £6 cheaper than an almost exact match in Wallis. A printed tea dress is £35, which beats similar styles in Oasis in terms of price, although it is polyester rather than silk. Tailored wide-leg trousers at £22 look more expensive than they are, while a fully lined 90% cotton blazer for £30 beats the price of more expensive polyester styles elsewhere. Knits are also good value, at £24 for a 3D-textured style with a bird motif.

Service 5/10

The changing rooms really let the store down. Cubicles are grubby, although, unlike many other stores, there was a sales assistant on hand. It was harder to locate an assistant on the shop floor, but they were pleasant and helpful when asked.

Visual Merchandising 9/10

The window display flags up the key pieces, jumpsuits and wide-leg trousers, which are easy to find in the store compared with items in other retailers’ windows. It is in store that the mannequins really stand out - there are at least 17 on display and they are put to the most innovative use of any store in terms of poses and positioning - standing on tables for example. The store is well signposted, and prices and key pieces are flagged up over rails.

 

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