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Hit or miss: New Look - 21/30

A much-improved offer from previous seasons perfectly bought for its demographic.

  • Unit 3, Charter Place

Product - 7

New Look succeeds in getting the balance just right for autumn 12: it offers enough trend-led pieces to whet customers’ appetites but complements these with a strong basics and category-led offer, particularly of knitwear. After Primark, this is the place to go for jumpers, from Fair Isle and cable knits, to long cardies and mesh panelling. The Kelly Brook collection – which gets a nod of approval from several customers – offers peplum dresses, printed blouses and printed leggings.

Value - 7

Customers looking to trade up can buy into the Kelly Brook collection where a leopard-print dress is £39.99 and a bow print blouse is £29.99. In the mainline, simple jumpers start from £12.99 and a flocked floral-print skater dress with a mesh top half looks cool for £24.99. For £54.99 you get a biker-cum-military coat with faux-leather collar and cuffs, and blazers are £19.99. The long queues at the checkout speak for themselves.

Experience - 7

For a Wednesday morning – and compared with Topshop next door – this was a busy store, well-segmented (it’s big so needs to be) and with plenty of room to browse, even with the numerous mums and their prams. Attention to detail is paramount: ‘pregnant’ mannequins model the maternity range and prominent point-of-sale materials explain different ways to shop, including click-and-collect, online, order in store, and mobile.

21/30

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