Key women’s trends are served up but the men’s offer feels like something of an afterthought.
Aldo succeeds in translating women’s trends into a host of styles that will appeal to a broad customer base. For instance, espadrille-style soles are worked on all types of shoe and heel height, including flat sandals, directional flatforms, various degrees of wedge and high heels. Bright neons, sugary pastels and Kate Middleton-style nudes sit alongside dressier stiletto heels that are given a splash of bling, catching Liverpool’s Grand National shoppers. Toms-inspired options, tasselled loafers and a small selection of brogues and espadrilles all pay lip service to men’s footwear trends but the offer is lacking in depth or direction.
Some of Aldo’s price points push towards the higher end of the scale in Liverpool, but the quality of the collection justifies this in some cases. That said, women’s strappy high-wedge sandals start at around £60 and go up to £90, higher than Topshop’s starting point of £42 and not always better made. Men’s key espadrilles seem a touch expensive at £40, although the level of quality goes some way towards justifying this, while £35 for the Aldo version of Toms is steep.
The store’s two windows are simply merchandised but do a good job of displaying Aldo’s coverage of women’s trends and different styles, mirrored by the simple layout in-store that groups trends together in an easy to navigate system. Friendly staff were some of the best Drapers experienced, approaching each customer as they entered the store and helpfully offering suggestions and advice without being overbearing. However, for men, this store’s offer is much smaller, which is disappointing.