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Jones Bootmaker, 20-21 East Street

A mixed bag, with strong styles. It’s a shame to see an autumn promotion already though.

Looks 7

Product at Jones Bootmaker has improved against last season but Drapers would expect it to come into its own in what is a boot-dominated fashion season. A flat riding boot with elasticated sides comes in brown, olive and black, while clog boots are the most commercial seen. Cowboy-style boots also look good. Men’s burnished leather ankle boots are on trend.

Experience 6

Jones is fast becoming known for its discounting rather than its product. It’s early on in the season and a £20-off all boots offer is running which devalues the collection. The store is lacklustre and cold and Drapers wasn’t approached by any staff. A more proactive selling approach needs to be adopted.

Value 7

The £20-off all boots promotion means that most of the boot styles in store are good value as the product is of good quality. However, the promotion also devalues the range and throws the pricing architecture out of kilter. Without factoring in the discount, a signature riding boot style is £130 but a pair of brogue, lace-up ankle boots are too expensive at £95. Spat button shoe boots are way over the mark at £79 - an M&S version is just as good, if not better, at £29.50.

Score 20

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