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Dorothy Perkins

Footwear stands out in a store too diluted in product terms to really be a strong contender.

Product 6

Dorothy Perkins’ problem will always be its confusing target audience. Its trend-led takes are often too diluted to compete with young fashion players, yet the product is not grown-up enough to nudge its way into the contemporary market. However, the store manager here has steered away from too many basics, instead putting more statement pieces on the rails, with panelled dresses,
light embellishment, and bright outerwear the strongest areas.

Experience 6

The branded offering started by Topshop and now in New Look has hit Dorothy Perkins for autumn, so some Max C accessories and a section of Uttam dresses add extrainterest. Large labels telling customers whether product has wool or silk in it suggest the retailer knows it needs to justify its higher price tags.

Value 6

The ubiquitous sequin jacket comes in at a slightly pricey £70, but a studded and jewelled purple jersey dress is better at £35. A beaded cap-sleeved jersey dress at £28 looks to be a cheaper version of something similar at Miss Selfridge but minus the braver shoulder pads. A Balmain-inspired silver dress with black ribboning is a very good £35. A long slate
grey db waistcoat is a nice piece at £35. Jeans for £15 are by far the cheapest out there, Primark excepted.

score 18

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