Westfield London, ground and first floor
A simple rail turns the window display into a sunny balcony scene and all eight mannequins show M&S’s broad range of clothes, from smart suits to casual looks with clear prices. Inside, mannequins are used exceptionally well alongside attractive campaign imagery. In the Autograph area a number of them are beside rails made up of just that outfit, making shopping a breeze. The shopfit is great, with each collection given a unique feel through fixtures and fittings. Product is strong, with quality basics at competitive prices, like jeans for £22.50 and chinos for £35, through to an M&S take on trends, like a wool bomber for £59.
One of the biggest let-downs is a lack of staff, losing M&S customer service points. It is hard to track down anyone other than those on the tills, although the changing rooms are manned. The Collezione section is tucked around a corner and easy to miss. Some table displays and rails are a bit bare, compared with others that are jam-packed. One VM trick sees T-shirts hung from butchers’ hooks, but secured with big blobs of Blu-Tack these look messy.