Perfectly straddles that awkward space between casualwear and formalwear
There is a holy grail that many of our contemporary retailers are chasing. It’s that space between casual and formal that few seem able to crack. On the high street, Massimo Dutti is probably closest to the right formula. This is not overly fashion-led clothing but the styling and colours are still on trend. The blues, greys, chocolate and camel, offset by ginger, lilac and paler greens and pinks create a look of quiet sophistication.
This is a relatively new store and its cleanliness is less remarkable because of it. But generally it is a pleasurable experience; the lighting is subtle and the interior welcoming. Staff were particularly helpful, with the floor manager going off to find Drapers an example of a navy cotton jacket that wasn’t due in until later in the week. He offered to keep a size for Drapers when it arrived.
With shirts coming in at £40, jackets at £160 and a checked Harrington jacket at £50, Massimo Dutti is on a par with some of the other contemporary retailers in this survey. Certainly the quality is just as good. But what helps improve the value is the atmosphere and the service offered. However, a word of caution - while this retailer gets close to the right formula, it remains too continental in feel for the UK market and lacks a cutting-edge feel.
‘Massimo Dutti is one of my favourite shops. I just go straight in because I know there’ll be something I like that is fairly priced and of great quality’
Stephen Wayling, retired banker, 56