Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We use cookies to personalise your experience; learn more in our Privacy and Cookie Policy. You can opt out of some cookies by adjusting your browser settings; see the cookie policy for details. By using this site, you agree to our use of cookies.

High Street Hit or Miss: Norwich

Drapers puts Norwich’s multiples under the microscope, inspecting autumn womenswear and store environments.

Judging by the stores in Norwich, there is far less homogeneity on the high street this autumn compared with last season, which is a welcome relief. After all, it is much easier for each multiple to put their own spin on this season’s trends, which are led by ladylike pencil skirts and pussy-bow blouses, than it was on last season’s ubiquitous tunic.

Take the pencil skirt: young fashion brands can take a high-waisted route, while mainstream retailers can use a more classic approach. Jane Norman, Karen Millen or River Island can produce a version with a corset detail on the back in stretch satin, because their customers like it that way.

Many young fashion retailers have fallen in love with the waistcoat, twinning it with shorts, short skirts or skinny jeans and a stripy black polo neck for the indie rock chick look.

Another young fashion staple this season is the bomber jacket, with retailers at the entry-level end of the mainstream market, such as New Look, putting together an offer that includes leather and PVU versions, while players such as Oasis and Warehouse have got stuck into leathers. Oasis is at the top end of the young fashion market with a £120 price tag on leathers.

Trousers, whether skinny, wide legged or high waisted, are the fashion staple across all womenswear multiples, with retailers taking a tailored approach.

For most on the high street it is all about key pieces this season, as the mainstream market seeks differentiation from the likes of Primark, Peacocks and New Look and tries to encourage shoppers to trade up.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.