The store’s vastness makes it difficult for the season’s key product to shine.
As one of the few value stores in Brent Cross, New Look should be taking advantage of this competitive edge in the absence of Primark and Forever 21. The store is vast, with product seemingly endless, but there is a lack of hierarchy on which product and trends are highlighted. An Aztec trend dominates the window display, and in-store there are plenty of graphic T-shirts, pleated dresses and on-trend hi-lo hem dresses.
Drapers would have expected a more convincing offer of coloured jeans and printed trousers though.
New Look does a good job of covering the basics, with boyfriend cardigans at £12.99 and what coloured jeans they do have (Drapers had to ask where to find them) at £29.99. A pleated chiffon hi-lo hem dress in 100% polyester is £27.99, with a considerable offer of printed leggings at £12.99. Most of the product comes in at under £50, which is where New Look should be in order to compete with the likes of H&M in the value young fashion sector.
New Look occupies a large two-floor store slightly off the beaten track and the vast space is not easy to navigate. Because of the lack of hierarchy in terms of display units it’s easy to get lost without being directed efficiently to relevant trends. On asking for assistance staff were polite and helpful in trying to locate garments, but a lot of attention was given to tidying up the sizeable Sale rails in the middle to back of the ground floor.