New Look - Unit 8, The Atrium, Union Square Shopping Centre
Trends hit the younger market, as American varsity tops, bomber jackets, hot pink, sporty separates and pastels stand out. New Look has one of the most varied ranges of slogan tops. Summery separates such as short-sleeved printed blouses and lightweight shorts are another highlight. The variety of trends is impressive but, compared with previous seasons, there are fewer standout pieces that could not be matched elsewhere.
There are almost too many options in some areas, such as knitwear, which is slightly overwhelming, but generally the allocation of product feels on a par with the size of the store. There is a good variety of sizes on the rails, including plenty of larger options.
New Look sits roughly in the same price range as H&M, but offers higher quality: a fake leather and suede biker is £39.99, and a cotton-mix parka with a fake fur hood is £49.99. Furry textured knits are £17.99, beating similar styles in Topshop that are £25, while chiffon-style camisoles for £9.99 and a mesh varsity football shirt for £12.99 are the cheapest anywhere apart from Primark, but are better quality.
Like Dorothy Perkins, the changing rooms let the store down. They are not well signposted and had stained walls, litter on the floor and an untidy-looking empty poster frame. However, the sales assistants were pleasant and helpful.
Visual Merchandising 7/10
The large store has smart fixtures, decorative light shades and whitewashed wooden display units. Some mannequins were not dressed but those that were highlighted key trend pieces well. Signage such as ‘I’m new in this week’ is a nice touch.