A new shopfit elevates Faith although it could do with nailing down some of the key trends
Faith seems to have rejected trends for spring 10 in favour of trying to tap into what its customer wants. It seems to be chasing party girls although the product is not as good quality as at its market rival Dune. The strongest styles include a nude story of platforms and courts in taupe and pale flesh pink which sit next to grey suede peep-toe slingbacks. It’s a shame that more of Faith’s trend-led styles that are shown at its press day don’t appear on the shopfloor.
This refitted store is a vast improvement on the previous design. The shopfloor has been smartened up and decluttered. The displays of footwear on table tops are well merchandised and combine commercial volume sales with more trend-led pieces, while a number of displays at different eye-line levels in store add interest. Staff were initially busy chatting to each other, but did approach when Drapers was spotted.
Flat pumps are £30 while platforms with a metallic buckle are at the top end of the scale at £95, which is too high given the strong competition from the likes of River Island. Gladiators are also pricey at £55, especially as they are indistinguishable from cheaper versions elsewhere on the high street. Quality is better than Drapers expected, although no full leather-lined and upper shoes are in sight. But when suede is employed as an over-finish it is typically of good quality.
‘I like the designs at Faith and the shoes are very comfortable. However, they can be a bit expensive so I often buy similar styles at Primark instead’
Alanna O’Garro, graduate, 23