- 173 Oxford Street
M&S’s autumn 14 offer feels like a coherent range and each sub-line has its own identity: Autograph works with the monochrome trend, Limited Edition has fake leather and statement knits, and Indigo has relaxed casualwear. Any product not accounted for is topped up in separate smart, casual and tailoring edits. Limited Edition is young without being too alienating for the core M&S shopper (fewer crop tops and bodycon pieces than last season), while Autograph’s price points don’t over-reach (£89 for a fake fur jacket was the highest spotted). Everything has its own area, and major pieces are flagged up on mannequins. Embellished knits and jeans from boyfriend to skinny are around £25, so cheaper than Next, although of a similar quality. Sizing is excellent, going from six up to a 24 in many cases, while staff are friendly and helpful.
There isn’t much interesting about the store itself when it comes to interior decorating or personal touches. The in-store technology, which M&S likes to boast about, is still not that easy to use, with a confusing scrolling system on its large touchscreens.