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Blue Inc, The Centre MK

Interpretations of best-selling branded looks but these pieces don’t offer value for money.

Product 4

The key pieces are punctuated by crude interpretations of the big-selling branded looks. Superdry-inspired hoodies get one bay, G-Star-esque jeans another. Blue Inc’s ubiquitous slogan T-shirts - such as ‘Beer makes the dick go wonder!’ - get a whole wall.

Experience 3

This isn’t an inspirational store environment by any stretch of the imagination and signage asking customers not to bring in food or drink is bossily off-putting. Some of the mannequins have their hands missing, which makes for a curious look. The overall impression is that Blue Inc doesn’t care much what it looks like, a dangerous game given the investment made in stores by some rivals.

Four Sale rails are at the back of the store.

Value 4

Blue Inc is selling branded looks to those who don’t want to pay for them. While you get a reasonable interpretation of styling at what looks like a good price - a black, lightweight Superdry-style jacket is £44.99 - that isn’t good value compared with a more meaningful comparison by own-label high street chains. Cargo shorts are cheaper than Next at £16.99 and a grungey cardigan is good at £19.99. Saturday-night shirts are £19.99.

Score 11

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