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Hit or miss: Esprit - 28/50

Esprit - 185-187 Western Road

Product 5/10

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.

Merchandising 6/10

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.

Value 6/10

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.

Service 5/10

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.

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