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Burton

A straightforward strategy lacks originality and quality at a retailer saved only by its low pricing.

Product
This is range planning by numbers. All the favourites are here - chinos, hoodies, Oxford shirts, denim and photo-print T-shirts all feature extensively - but the concept of creating one style and reworking it in as many colours as seems sensible will only get a retailer so far. There simply isn’t enough surprise and delight, which means the collections come across as a touch generic and cynical, chasing the so-called ‘key items’. Denim is fiddly but the speckled T-shirts and punchy fisherman-style jackets add at least a modicum of something different.
6/10

Value
Some of the finish and trim is dubious at best. Cheap plastic buttons adorn shirts, jackets and chinos alike, while the toggles on the drawstring of the £45 fisherman jacket are incredibly poor quality. The prices are competitive though, somewhere around 10% to 15% cheaper than Topman. There are some odd anomalies like the £20 Oxford shirt that comes with two different types of buttons, one much more attractive than the other.
7/10

Experience
Everywhere in-store the value message is hammered home with the windows leading the way. In front of the mannequins are three separate messages: two printed T-shirts for £28, 70% off Sale continues and suits at £99 or two for £179. This sets the tone for what’s inside but it’s a bit strong and uninviting. With a clear strategy comes clear VM as each product category has its own defined space, and rails are well stocked with a variety of sizes but some fixtures look tired.
6/10

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