Westfield London, first floor, unit 1
Dorothy Perkins feels younger and more trend-focused than other mainstream stores. A large sign at the entrance alerts shoppers to the ‘Top 10 seasonal must-haves’, and in store these pieces, which include ‘the boho top’ and ‘the soft throw-on’ (basically an open fringed kaftan), are helpfully tagged. Other standout pieces include a baby blue PU jacket (£52), which offers a more interesting way to wear the pastel trend. Simple tops are priced at around £18, in line with other mainstream stores, and unlined polyester dresses are fairly priced at £25. Although jeans are not as good quality as those in Gap, they are almost £20 cheaper at just £26.
The windows are unimpressive. The seasonal must-haves campaign feels strong, so it would have been good to see these hero pieces in the windows. Customer service is lacking here too. The store is quiet, yet none of the sales assistants greet me. The fitting rooms are unattended, dark and messy.