Topshop - Unit 19a, Bon Accord Shopping Centre
As usual, Topshop has one of the best offers in terms of unique pieces, pushing trends in new directions and offering points of difference. Americana, with sporty varsity tops and jersey sweats, is a key theme. This selection also includes grungier items, such as distorted tartans and acid-washed pieces, along with metallic skirts and tops. A 1970s trend not seen elsewhere stands out: furry gilets, silky wide-leg trousers and tribal-print tapered trousers for a retro, bohemian theme.
Rails are stocked in terms of outfit suggestions, so an officewear rail has different tops and trousers, all of which can work together. This persuades shoppers to pick up several items at once, rather than in other stores, where a rail would be stocked with several items in the same print.
Basics are quite expensive: plain T-shirts for £16 versus £10 in Dorothy Perkins, although other items such as cat-print joggers for £25 and a thick denim shift dress for £35 are cheaper than Oasis or Warehouse. The price architecture is accessible, with wide -leg trousers for £45, while other tapered options are just £28 and precisely tailored blazers are £48. Quality is generally comparable to similarly priced competitors.
The changing rooms are difficult to find and inside are small, with nowhere to sit. It was hard to find a sales assistant on the shop floor, but once located they demonstrated a good knowledge of where product was located.
Visual Merchandising 8/10
The windows look great, with mannequins and cardboard cut-outs of campaign imagery sparking interest. Interior mannequins show off trends at the front of the store, and summarise the overall direction. However, some areas look messy.