If colour is what you’re after, Dorothy Perkins is the store to head to, with well-priced product.
One of Stratford’s most colourful stores, Dorothy Perkins backs autumn’s colour trend with gusto. A royal blue, batwing dress stands out (and nods to the 1970s trend), while circular dresses are unmissable in teal, royal blue and saturated purple, pink and green. Burgundy and mustard also feature on coats and shift dresses, while the texture trend is interpreted onto soft ponchos. At the back of the store, brands including Closet, Izabel and Lila cover similar trends to the mainline, so it is difficult to see their point of difference.
Dorothy Perkins’ strong backing of colour for autumn works wonders for its window display and in-store merchandising. As customers enter the store, they are greeted by a gang of cool mannequins sporting a range of this season’s trends. Product is merchandised by trend at the front of the store, later moving into categories.
No one approached Drapers, but there were plenty of smiling sales assistants on hand.
Spot on. Blouses start from £26 and tapered trousers are £29.50, while the circular dresses are a bargain at £22 – shoppers are more likely to stretch to multiple purchases here. Outerwear and knitwear are particularly good value, with orange and mustard wool-mix coats at £45 and a lovely faux-fur collar duffle coat at £69. Lightweight jumpers start at £25.