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Hit or miss: Miss Selfridge - 15/30

Although merchandising and design are OK, products lack quality and don’t justify the prices.

  • Upper Peel Avenue

Product: 5

Miss Selfridge’s offer is sweet and girly for spring 13, with plenty of lace, including a nude and black lace drop-waist dress. Monochrome also stood out as a key trend, along with printed T-shirts. There are plenty of embellished party pieces, including a lavender playsuit with beaded shoulders and floaty maxi-dresses with bandeau tops. Noteworthy casual items include some overalls with polka-dotted shorts and a faux-leather skater skirt. Fine, but a little safe.

Value: 4

Although the prices are broadly in line with Topshop or Warehouse, the quality is notably lower. Virtually nothing in the store is lined, making skater dresses for £42 and skirts for £32 seem overpriced compared with its competitors.

A heavily embellished jacket is £82, but one seen here was already showing signs of tearing, as were a couple of embellished maxi-dresses for around £55 to £60, on which the quality of the fabric doesn’t look sufficient to withstand their weight.

Some pieces, like a faux-leather biker jacket for £52, seem well positioned at half the price of similarly designed real leather options in other stores.

Experience: 6

Like its sister store Topshop, Miss Selfridge is really well merchandised, particularly in terms of the window display, with mannequins dressed in full outfits showing off key trends. The slightly grumpy-looking sales assistants tidying the store didn’t offer much in the way of assistance and nobody was occupying the till, although the store was fairly quiet. There were also hardly any sizes larger than a 12 in this store.


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