Product and value impress but Wallis is let down by the overall shopping experience
This small store manages to cram in a strong bunch of trends and serves up a good coverage of styles which appropriately reflects key trends for its customer profile.
The biggest and most prominent trend direction is the African influence, which is highlighted in the windows and at the front of the store. Printed maxi dresses and tribal-inspired prints make it obvious that this is the time for spring arrivals rather than autumn carry-over Sale stock, a fact some retailers have forgotten.
Wallis has a consistent mid-price point. Cropped coloured jeans are a respectable £29.50 and a polyester maxi dress is £55, perhaps a little steep if not for the attractive print which just about justifies the tag. There is an edited rail of Sale stock towards the back of the store for £20 and under, which is rightfully overshadowed by strong spring deliveries.
The store does a good job of directing the customer to key product with ‘must have’ style swing tags. For a relatively small store Drapers would have expected to find the staff slightly more attentive, especially on entrance to the store, and once in the fitting room there was no one to assist with sizes or styles. Some of the product is merchandised in conflicting colour stories and overall the store feels a little dated.