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