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Aldo

Some good product but this is an uninspiring environment and prices aren’t always competitive.

Product 7

Aldo’s product ranges from basic styles to a scattering of real trend-led styles such as a floral textile wedge and a black-and-red colour block suede ankle boot. A leather court with star-pattern detail stands out as well as some great knee-high winter boots, such as a slouchy leather wedge and a mixed leather and suede smarter alternative. Men’s styles cover the basic trends. The utility boot in the window looks a bit dated and there is no visible coloured sole option.

There is a lack of options on trend-led brogues.

Experience 6

The windows and interior are a standard Aldo shopfit with no point of difference for the recently opened store. The woman assisting Drapers was polite and helpful. On asking if the store held product until the next day, Drapers was told it would not hold the shoe longer than an hour. There is a nice freestanding fixture but the walls of product are uninspiring.

Value 7

A faux-patent court seems a bit steep at £60, with fashion suede boots priced more suitably at £75 to £85 in line with similar offers from competitors Topshop and River Island. A standard leather ballerina is priced at £45 and menswear averages around £75 to £100 for lace-up formal leather shoes up to a utility boot. Overall the pricing tiers seem a little high and there is a lack of a distinctive design difference to set Aldo apart.

Score 20

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