A modern interior, attention to detail and a great product mix gain this store points.
This is a large store with a huge range of items, mostly focused on the student customer, so young fashion pieces such as shiny leggings, furry-hooded parkas and cropped tops are prevalent. In terms of trends, along with Topshop this is a big player this season, with just about everything covered and additional trends not seen elsewhere, such as a big focus on metallic and neon. The quality of fabric isn’t top-notch, but given the attention to design and the relatively cheap price, this is one of the best product ranges on offer.
Jeans are £25 to £40 and could do with more stretch, though they do boast good design features such as patchwork and coated styles. Trousers are around £30 and are cut very short, with no other lengths. Skirts are between £15 for a thin polyester mini-skirt to £30 for a much thicker, coated midi-skirt. Camisoles are £10, which is better value than Topshop but the cuts tend to be slightly odd. Coats are about £50 to £90 for parkas or £60 to £100 for leather jackets, so prices are good.
The windows are a strong point, with signs advertising student discounts and a new denim area. Mannequins show different product combinations from jeans to dresses, with prices accompanying them, although in store no prices are present. Inside is modern, with screens showing behind the scenes of the advertising campaign and demonstrating denim fits. Attention to detail is strong; blazers are shown on rails with a shirt or necklace accompanying them. Strangely, the Rihanna range looks like an after-thought, with items slung over rails.