Warehouse - Unit 21, Bon Accord Shopping Centre
Product doesn’t really ‘wow’ compared with Oasis and Topshop, but plenty of trends are evident, from florals, to leather, to monochrome and neon. The offer is comprehensive and covers the basics, while key pieces such as broderie anglaise knits, button-down midi-dresses or printed jumpsuits add interest. However, compared with what is available online, there could be much better product in this branch.
The shop is divided into trend-led pieces, beachwear and officewear, and party dresses at the back, which is a shame as some of them look good and would be better placed nearer the front. The small shop is easy to navigate, although more sizes are missing in the 10 to 14 range.
Pricing is similar to Oasis. Blouses are around £42, which is steeper than Marks & Spencer or Dorothy Perkins for similar quality, although party dresses at £70 to £80 are well tailored and worth the higher price. Cheaper items such as boxy, cropped jackets for £40 or a trench coat for £55 are more competitive than Oasis. Other pieces, such as £70 blazers, are almost an exact match to those in Oasis, but the design is less interesting, being mostly in black or grey.
The changing rooms are a highlight, as roomy cubicles feel more like a boutique than a chain store. Staff were helpful and quick to offer assistance without prompting and showed a good knowledge of product that was available in the stock room.
Visual Merchandising 6/10
A large Sale sign dominates one side of the shop windows, while the other side is fairly plain, with just four mannequins. Compared with Oasis next door, Warehouse looks bland. Inside, mannequins and table displays show off the brightest product. More could be done with shelves above rails, where only a few random items are on display.