First floor, unit 19
Pros The window of Jones Bootmaker is busy, with plenty of colourful product for men and women clearly priced. Two big posters dominate the window – one of a woman called Gracie and the other of a man called John, both in their mid-30s. These are supposed to represent Jones’s target consumer and give shoppers an idea of what to expect in store: mainstream footwear for families and the more mature shopper. The staff are welcoming and knowledgeable about the product and different styles that would meet the needs of customers. There is a fairly even ratio of men’s footwear to women’s, which is not the case in other stores, with lots of variety for men, including leather brogues at £100. Women’s styles are mostly classic and there are plenty of flat sandals and pumps, which suit the demographic of the Jones customer.
Cons The store is narrow and difficult to navigate. Displays are cramped, making it tricky to see the product clearly. There is only a small variety of styles in women’s footwear.