- 9 Argyll Street
The store is beautifully presented, with a mostly white interior, and even smells lovely. On prices, Jigsaw offers more product for less than £100 than most other premium stores, with soft cotton T-shirts for £22, denim for about £80 and a beautiful 100% cotton hooded top with a contrast tartan lining for £69. Coats are less than £300. Where prices are higher, such as a jumper for £139, tags often explain why, such as the use of sustainable wools. Customer service is great, making it feel like the standout experience of a premium boutique without the high price points of the likes of Jaeger.
The autumn advertising campaign is confusing, as the dominant window display sign reads ‘Prints are back’ but a mannequin in the window wears a drab plain coat and jeans. Trends, such as monochrome and bold red, are acknowledged, but there’s not much to offer a point of difference.