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Hit or miss: Dorothy Perkins - 23/30

Although it doesn’t push the fashion boundaries, Dorothy Perkins still delivers the key trends.

  • Upper Peel Avenue

Product: 7

A surprising range of trends are covered in this store, from monochrome to Aztec, camo and florals. Plenty of items seen in other stores crop up here too, such as a khaki jacket with faux-leather sleeves, but are supplemented by more unusual items such as an embellished tuxedo jacket. However, a little more bravery where trends are concerned would improve the offer. More points of difference are provided by the concession areas operated by Uttam, Closet and Pippa Dee.

Value: 8

Value is strong across the store, with a cute denim striped dress for £30 and a cream embroidered blouse at £29.50. An embellished Aztec-print shift dress is even more fashion forward, and only £30. Better value still is a jersey maxi dress for £18 and a quilted navy cotton jacket at £35, while a full-skirted 1950s-style prom dress at £38 is a real bargain compared with Dotty P’s rivals. Silky printed trousers at £24 round off a strong range of competitively priced separates.

Experience: 8

The store has taken its smaller size into account by highlighting its click-and-collect service, making it easier for customers who can’t find the right size or product. Nevertheless, a good range of sizes is available in store - probably one of the best seen during this Hit or Miss survey, ranging from eight to 20 across a good proportion of styles. QR codes on denim stands let shoppers click to watch video demonstrations on their phones. Good use is made of mannequins, which show off individual pieces well, although the somewhat sober styling doesn’t really inspire customers to purchase a complete look.


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