Westfield London, first floor, unit 42
The window wins points for doing something different to the usual group of mannequins. Focusing on one ‘Modern classic’, a single shirt hangs from an architectural rail. It certainly makes a statement, although the choice of a simple black shirt doesn’t stand out. Quality basics are this store’s bread and butter, such as the simple shirt at just £14.90 or thick cotton T-shirts from £4.90, and the offer within each category is expansive. A huge denim wall is also appealing, with selvedge jeans coming in at just £34.90.
Although product aims for quality basics, the shopping experience is just basic. Coming up the escalator, I see a table display showing the ‘Modern classic’ shirt highlighted in the window, but it is a total mess, with some shirts half-unbuttoned, unfolded and covered in fluff. Some areas feel cramped with tall rails side by side, while in others space feels wasted, with big open areas. The changing rooms are manned but assistants don’t engage with customers and continue their personal chat.