In desperate need of a shift back to its quality roots
In what is a strong boot season the Jones Bootmaker range disappoints. There is little in the way of fashion and what it lacks in looks is not made up in quality standout classics, which are better executed at Clarks. Much of the women’s range is geared towards loafers and courts punctuated with the odd fashion style like over-the-knee wedge boots and purple leather and patent peep toes. Men get engineered suede boots and outdoor rugged boots plus classic formals.
This is a small store that feels cramped because of the number of free-standing mid-height shelving stands and some product had fallen down on display. The windows flag up £20 off all men’s and women’s boots but one shopper comes in looking for Ugg boots, which were here last season, but is left disappointed as the store now stocks the cheaper Emu sheepskin boot brand. Staff did not approach Drapers.
Before the £20 reduction offer, biker-style boots are £99 and men’s engineered boots from Diesel also hit £90. These are good value at £79 post-promotion.
A knee-high riding boot is average in style but retails for £195, while purple snake-trim ankle boots are £95. Overall, the range does not offer value for money simply because it misses the mark on look. Men’s is better than women’s but still falls behind rivals like Soletrader.