Westfield London, first floor, unit 57
For some seasons it felt like River Island was trying to keep up with Topman in terms of product offer, but this time it appears just as strong. Key trends are all here but there are also new styles, such as slouchy oversized blazers and thin light knits, to offer a point of difference. Also, top trend items including floral-print shirts are worked in muted colours for wider appeal. The store is as pleasant as its rivals in terms of experience, with the white brick and green tiles of the entrance giving it a unique feel.
Screens showing videos of models and digital explanation of denim fits are engaging but aren’t actually near the denim area. Some prices are fair, matching those at Topman, but some are not, such as a pair of ripped denim jeans that cost the same (£45) but aren’t as good quality. While the suiting area aims for a premium feel with its boutique-style seating area and magazines, this is undermined by untidy rails and even pieces on the floor. Staff pass by but do not return discarded items. Overall, the store is not as clean or tidy as Topman’s.