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Debenhams, 1-5 St James Barton

Good pricing architecture and product across the mainline and sub-brands.

Looks 6

With so many Designers At brands, own labels and concessions, Debenhams covers a lot of trends and targets a range of customers. Leopard-print skirts, dresses and blouses are offered courtesy of Star by Julien Macdonald and shift dresses and lace are seen at J by Jasper Conran. Aviator jackets and paisley tunics are offered by Red Herring but it’s hard to see why younger customers would buy here instead of from young fashion specialists.

Experience 6

Debenhams segments its brands well in store, with good signage making each one identifiable. H! by Henry Holland grabs the eye, stands out with a purple area and a huge PoS of the designer himself. Butterfly by Matthew Williamson is slightly disappointing as half of what’s on offer is on Sale. Better use of mannequins might liven up the shopping experience.

Value 7

The Designers At range offers good value for money for customers looking to trade up to designer brands. Silk-mix dresses at Star by Julien Macdonald are £60, a sheepskin aviator at Rocha John Rocha is £85, stripy maxis at Principles are £35 and a cable-knit cardigan at Betty Jackson Black is £45.

Score 19

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