A lacklustre experience with product that just about does the job for this audience
Much of the product in Bhs is targeted squarely at an older, less fashion-conscious customer. But there is still a nod towards the trends. In casualwear, pale Riviera shades dominate the acrylic knits and the piqué polo shirts while short-sleeved shirts come with seersucker-like surface detail. The formalwear has less distinction; the suits do their job, as do the easy-iron shirts. Striped pink and white and blue and white Oxford shirts lift an otherwise dowdy palette.
Staff were willing and helpful when asked a question, but offered little more. Drapers got the impression that most of the purchases are made by women - certainly in casualwear - as a sop to their husbands after spending a few quid on themselves. In truth, more dynamism from staff would help.
Nothing looks expensive; the buying is geared to hitting key price points and product is engineered to achieve that. And of course, there is room enough to promote behind it. Knits are two for £20, plain polos are reduced to £9 from £12 and short-sleeved shirts cut from £20 to £16 . Tailoring includes a poly/viscose mix suit at £69 and a classic pure wool at £119. This is not great value though.