Body-con dresses, knicker shorts and printed jeans ensure this small store still packs a punch.
Aztec and tribal are the dominating trends on entering this store, and zebra or leopard-print jeans sit neatly alongside this theme on a front fixture. Party dresses are plentiful, particularly body-con styles with sheer panels, while knicker shorts, bodies and playsuits are also important. Mesh, studding and peek-a-boo details offer variety. Overall, this is a very well-suited collection for the 16 to 25-year-old customer, successfully bridging the tween to young fashion demographic.
There are promotions dotted throughout this store, as £10-off marked prices for a few items prove a more appealing way of disguising discounted items among new season product. Animal-print trousers are £38, £2 less than Topshop’s versions, which is about right for the target customer.
A more stylised cropped top with slits either side comes in at £20, while party dresses are about £39, a price well suited to Miss Selfridge shoppers’ spending power.
For a small store, it is easy to navigate the trends and the floor is used to its fullest, despite the lack of space. Staff were friendly, but could have been a bit more attentive when in the fitting room. Stock is arranged in an orderly fashion with size cubes on all the hangers, making it easy to find the correct size. On the whole there is a very good depth to the product on offer, with sizes ranging from four to 14 on most items.