Westfield London, first floor, unit 7
Smiley assistants greet shoppers, unlike some grumpy-looking assistants at other young fashion stores. They are quick to explain offers, including 25% off your purchase if you simply try on jeans. This is one of the only stores to integrate screens throughout, which is good for showing off product. The huge denim wall is impressive. Assistants ask my name and write it on a board outside my changing room – a nice touch that helps them address me when they retrieve extra sizes. Quality fabrics justify higher prices on basics, like thick cotton T-shirts for £12, which is more than most young fashion stores but better value.
I count 14 printed T-shirts on the same table that are all similar, which is boring. While the ground floor is dedicated to menswear, the area to the left of the ground floor entrance is denim for both genders. This is confusing as there are women’s and men’s mannequins and no clear divide between ranges. Although the offers are inviting, they show a lack of confidence. An eager assistant reminds me three times, telling me how much money I could get off several items, which becomes overbearing and desperate.