- 182 Regent Street
A selection of attractive pieces at Esprit include a soft, real suede bomber in a modern cut at £199, or a pea coat for the same price - more expensive than Next and M&S but with a quilted lining, so the price reflects the additional detail. Some younger pieces include a tartan flannel jacket with a fake shearling lining or a knitted varsity jacket, again with a quilted inside lining, both coming in under £100. They offer good value for impressive quality and are slightly more interesting design-wise than in other mainstream stores. The shop floor is nicely presented with a particularly well-edited denim area, which is nice to see as others were overcrowded.
Although some key pieces stand out, the rest comprises a lot of dull product that doesn’t compete with other stores. Knitwear, for example, is around £99 but not a cashmere blend like Gap’s and without the range of colours in M&S, so it is quite expensive and doesn’t offer much. There is no real sense of identity for the shop or who it is targeting - unlike most stores it doesn’t feel like you would think to go to Esprit for anything in particular. It’s a shame as some product is great but is smothered beneath the overall mundaneness.