Westfield London, first floor, unit 42
Rather than showing the casual product for which it is best known, Uniqlo has given over its windows to ‘modern classics’, with smarter pieces such as shirts, blazers and pencil skirts that you might not expect to see here. Prices are clearly displayed in the windows to highlight the store’s emphasis on value. The store is well laid out with items grouped by style, which allows customers to see the large range of colours on offer. Even the folded displays are tidy, and sizes from XS to XL are clearly visible. Basic pieces are of a higher quality than at competitors such as H&M. Merino knits for £19 and supima cotton T-shirts at £9.90 stand out as excellent value for money. Uniqlo offers a same-day alterations service for trousers, which is free if the pair cost over £19.90 and just £3 if not.
The store design is sparse and it is not the kind of place you would want to stay and browse. Product is basic; there is nothing on trend about Uniqlo.