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Hit or Miss: Superdry - 5/10

Westfield London, ground floor, unit 13



Product is well organised inside this large Superdry store, with items grouped mostly by style, and there is a variety of colour. This retailer adheres less to trends, relying more on its range of Americana-inspired casualwear. At £49.99, a Superdry cotton fleece hoodie is more expensive than those at Uniqlo, but they are well made and appliquéd or embroidered with logos or designs, which justifies the higher price.


Though quality is good, prices are markedly higher than at other young fashion retailers, especially considering that logo T-shirts and sweatshirts will appeal mostly to teenagers. I don’t see a single staff member until I reach the back of the store and even then they do not approach me, despite the fact I am carrying probably the most expensive item (a leather jacket at £164.99) to the fitting rooms. Bizarrely, a sales assistant did say hello on my way out of the store.

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