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House of Fraser, Oxford Street

A pleasant experience complemented by a well thought-out brand mix

Product 7

The own-brand offer includes Linea, New & Lingwood and Kenneth Cole - and each does a specific job, complementing some of the bought-in brands and concessions rather than sitting below them. Linea is a case in point, offering a mix of basics and more directional pieces: its casual area offers a wide selection of fine-gauge knits, some strong shirts and knitted polos. The formal side includes narrow-fitting suits for more fashion-forward customers.

Experience 7

Staff were invariably helpful; the man selling suits walked Drapers around without any sign of frustration at indecisiveness. His technical knowledge could have been stronger but he explained the fits and the cloth well. Couple this with a well laid-out floor, mixing house brands, concessions and bought-in brands, and HoF on Oxford Street is a pleasant place.

Value 7

The comparison here should be with not just other high street stores but with the brands that sit next to the own label. In both, HoF scores well: on Linea, fine-gauge knits are £45 (with £10 off during Drapers’ visit), shirts are between £35 (for short-sleeved linens) and £45 (for washed-out checks). In tailoring, a Linea suit is £179 to £199 and a Kenneth Cole suit hits £300.

Score 21

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