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Hit or miss: BHS - 22/30

BHS delivers on its advertising campaign strapline by impressing with a design-led collection.

  • Upper & Lower Mall, The Harlequin

Product - 7

On a season-by-season comparison, this was BHS at its very best. Trends are expertly interpreted to its customers in the W collection so that peplums on dresses are super-soft and subtle while lace is used as a trim on blouses and jersey tops. Prints stand out from other retailers’ standard florals or jacquard, with BHS opting for blossom and a dainty, hand-drawn like floral print on blouses and tunics. In the mainline the knitwear offer is solid, covering all styles and colours. 7

Value - 7

In the W collection, printed, soft polyester blouses are spot on at around £28, as are a pair of well-finished slim navy trousers for the same price. Peplum tops start at £20, with peplum dresses climbing up to £35. In the mainline, super-soft acrylic jumpers are just £10, with Fair Isle jumpers going up to £30. The most expensive item I picked up was a £75 db coat with gold buttons, which was worth the price tag. Solid pricing.

Experience - 8

BHS’s new campaign claims ‘You’ll never guess. It’s BHS’. I certainly didn’t, so impressive was the product design and merchandising. The perfectly pitched collection was merchandised by trend story, with lots of signs saying ‘As Seen on TV’ above rails. The store was very well stocked, too.

22/30

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