George has bought into most of spring 09’s key trends, expertly adapting them to its core, older customer. The boho, tribal and floral trends stand out on kaftans, paisley print separates, animal print cardigans and floral tea dresses. The nautical trend also features and there’s a nod to sculptural shapes on bandeau dresses and structured styles with exposed zips.
George’s collection is separates-heavy and makes up about 75% of the offer, with vests, casual tops and blouses the key pieces. The dresses offer is comparatively limited, but styles stand out, from tea dresses to bandeau and more structured styles. Young fashion brand G21 if given three rails, while 45-plus brand Moda has its own separate section. The mainline takes up about 70% of the space.
This store is spacious, well laid-out and well-lit with trends and product categories easily identifiable. Mannequins show off key product stories and are seen as customers come up the escalator. Large signs explain various advantages of certain product, including machine-washable pieces. But the store is quite messy, with hangers and rubbish littering the floor.
It’s difficult to beat George on price. Vests start at £3, plain black trousers are £8 and jeans start at £12. But even trend led pieces are great value: a lined, pixelated floral dress with netting is only £18, a cotton, embroidered tunic is £14 and a emerald, satin-effect top with a lace trim is £12.