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Hit or Miss - Burton

A well-kept, tidy shop floor can’t make up for the excessive promotions and dearth of fresh trends.

  • 140-144 High Street

Product - 6

Denim looks sharp and ticks off most of the fits and washes and some of the shirting, in particular a button-down denim chambray style, holds its own. However, the rest of the stock doesn’t seem to have moved on enough and looks like it could have been there for years - generic graphic T-shirts, plain knits and basic suiting won’t inspire the customer, meaning the few highs, ie the patterned, speckled and elbow-patched knits, can’t save the whole offer.

Value - 6

The suiting is generally better value than its sister store Topman but still falls short of Zara and Next. The strong shawl-neck patterned knits are £50 but are 85% acrylic - that money goes a lot further elsewhere on the high street while the brand name doesn’t carry sufficient cachet to warrant the price. A great deal is in markdown too - a sweatshirt promotion, a hefty, prominent Sale section, a ‘last of the best’ rail and a ‘grab a bargain’ rail will all be cannibalising full-price sales.

Experience - 6

The rails and wall racks are kept neat and tidy, and so they should considering for most of my visit I was the only customer. There is little hierarchy in the displays, meaning basics have equal billing alongside the more trend-led items. Rather casual staff interaction (“Do you want one of these things?” as they handed me a leaflet to save yet more money and “Yeah mate, just go in” shouted towards the changing room) didn’t add to the experience and the promotions are foremost in the window display.

18/30

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