Esprit - 185-187 Western Road
Much like GAP, Esprit does not offer the boldest of products or the most trend-led styles. However, it does offer some good-quality menswear that appeals to a certain customer, but there is not a lot to get people reaching for their wallets. Outerwear stands out, with a distressed denim jacket, a sporty jacket and long-line lightweight cotton mac looking impressive, while some printed T-shirts nod to the trend in a way that will appeal to the Esprit shopper.
Allocation of product throughout the store is reasonably done, with sizes ranging from small to extra large available on every rail, although with a focus on mediums. No part of the store feels overstocked and there is a pleasing mix of summer product and more transitional styles, such as coats and chunkier spring knitwear.
Basics at Esprit are great value, with an impressive T-shirt in quality 100% cotton for just £8, slightly cheaper (by 85p) than a similar style at Gap, while some good chinos match Gap’s at £39. A denim jacket at £59, sporty padded jacket for £79 and cotton mac at £125 are reasonable for the high quality.
Staff greet customers as they arrive and follow them onto the menswear floor. This is a positive, because it means I am well attended to when asking for help, but it does become quite awkward when browsing. Overall, the store is tidy with well-sized changing rooms.
Visual Merchandising 6/10
The windows are split between menswear and womenswear, with mannequins wearing two of the key outerwear styles featured inside. An additional display, using campaign images folded over a ladder, is an unusual and unique touch. Mannequins appear
at the entrance to the menswear floor, doing a good job of showing off the best product.