Straddles the young fashion and comfort markets, and the shopfit is an improvement
Fluoro-pink satin platforms and tribal-style gladiators with beading detail merchandised at the front of the store jar with the comfort branded offer at the rear provided by Rieker and Skechers Shape-ups. Barratts is targeting opposite ends of the market in this store. Light-wash denim sandals jostle with ballet flats with gem vamp detailing and a strong array of flat patent pumps.
Although the mix of young fashion and comfort footwear is a challenging trading model, Barratts pulls it off with good segmentation. This store has a new fit which has elevated its standing on Oxford Street. The broad target market the retailer is reaching out to is reflected in the mix of ages staffing the shopfloor.
The young fashion end of Barratts’ offer is overpriced when compared to competitors. Tribal gladiator flats with trims are plain in comparison to River Island’s version but at £40 are the same price. Some items in store are marked down but there is no official Sale promoted. Blowfish and Kangaroo flat pumps hanging on racks at £30 and £35 respectively are too pricey to be merchandised in this way when the Barratts own-label version hanging next to them comes in at £12.
‘I came to Barratts because its shoes are very on trend at good prices. Also, the customer service in the store is very good’
Nicky Allington, accountant, 40