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Debenhams, Midsummer Place Shopping Centre

Lots of choice from a variety of sub-brands but this store’s offer would benefit from a heavy edit.

Product 6

All the key trends and categories are covered in both width and depth across Debenhams’ many sub-brands. At the younger end, FFP delivers grey engineered jeans, while Red Herring serves up cuff-hemmed chinos. J Jeans by Jasper Conran offers striped blazers and a skeleton graphic T-shirt. Nearly every sub-brand has a cargo short and checked shirts.

Experience 5

This is one of the largest menswear departments in Milton Keynes and that is probably its downfall. While easy to navigate physically, the overall offer would benefit from a strong edit and clearer segmentation between the sub-brands. There are announcements over the in-store radio to publicise promotions, which feels slightly too downmarket.

Value 5

Again, BOGOF-type promotions characterise most of the offer, with polos and T-shirts in particular being pushed. Superman logo T-shirts are £9.75, down from £19.50, while J by Jasper Conran jeans have 20% off at £36. Ralph Lauren-esque shirts are pricey at £37, as is a Rocha John Rocha floral shirt at £45. A two-pack shirt and tie set from Thomas Nash is £27.50. Suits come in at £124 for an 80% wool style - pretty good value.

Score 16

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