A confident offer including plenty of boots but the store is let down by poor service.
Military boots are key to Barratts’ offer this season and a simple but effective marketing campaign featuring the slogan ‘Love my Boots’ backs up the retailer’s commitment to the category. Sheepskin-lined styles are sturdy and short cowboy boot styles in grey and brown have strong design elements such as leather ridging. A collection of glitzy evening shoes are too garish against the practical boots, but a suede boot with zip-trimmed ruffles wouldn’t look out of place in Topshop.
On the day of Drapers’ visit the store staff were chatting idly among themselves and offered no assistance, despite Drapers handling product in front of them and the store being quiet. At least the store itself is clean and tidy.
Barratts is predominantly selling full-price merchandise, with the exception of an offer to buy two pairs of boots for £50 on a rack outside the shop. This offer is frustrating, as it isn’t going to drive volume as it devalues a quality offer of boot styles ranging from £40 to £50. A 20%-off student discount entices the younger shopper. Glitzy platforms are £35 and have some interesting glitter embellishment. The quality of the fabric doesn’t justify £40 or £50 for suede lace-up boots.