Makes a good attempt at the season’s trends but is undermined by poor value and a tired shopfit.
- 34-36 North End
You can’t help but notice some of the season’s key trends being ticked off here. There is an array of summery short-sleeved printed shirts, patterned polo shirts, the key lightweight jacket, an offer of printed T-shirts and baseball jackets in light summery jersey, but nothing really stands out in terms of design and excitement to persuade customers to spend here rather than with competitors. Jeans come in relaxed, straight and bootcut styles, and Burton is still pushing the
somewhat tired twisted style that peaked several seasons ago. Less trend-led product includes a standard offer of basic T-shirts, vests, hoodies and plain shirts.
The problem with Burton is that it doesn’t appear to offer better value than most of its rivals, as the prices aren’t much more competitive and the quality isn’t significantly better either. You can get printed shirts here for £22, which is cheaper than the likes of Topman’s £28, and printed T-shirts at £16 are fairly uncompetitive, but a lightweight festival jacket does seem steep at £45. Suits come in at £99 to £199, but the fabrics aren’t good quality. Basic jeans at £30 are matched by Topman.
The shop is laid out to make the most of the available space but the fixtures and fittings look tired compared with rivals’ stores. The changing rooms in particular, cordoned off by a messy piece of string tied to a broken plastic chain, could do with a lift. However, staff were pleasant and on hand when needed and the Sale area was also well organised.