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Hit or Miss: American Eagle - 7/10

Westfield London, first floor, unit 7

American Eagle

Pros When it crossed the Pond late last year, American Eagle clearly brought a US approach to attentive customer service with it. A chipper member of staff greets me as I enter and explains that because they had “way too much stock”, almost everything in store is on Sale. This means jeans, which are at the heart of the offer, are all priced at £25, compared with the usual price range of £30 to £45 - still a fair price as quality is high. Abercrombie & Fitch’s influence is evident in American Eagle’s marketing campaign - it’s all tanned, attractive young people sunning themselves - but much of the imagery explicitly states that it hasn’t been retouched, which is a nice move. The fitting rooms are lovely, featuring wood-panelled walls and a button to press for assistance.

Cons I appreciate the sales assistant’s honesty, but it isslightly off-putting to know that newcomer American Eagle already lacks confidence that it will be able to shift its stock at full price.

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