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Expertly interprets trends, but loses out to the fanfare of bigger rivals and their lower prices.

Product 7

Miss Selfridge opts for raspberry rather than burgundy to suit its younger customers, and offers an interesting take on the colour-blocking and all-in-one trends, with a pair of high-waisted raspberry shorts attached to a black blouse. An impressive peacock print and large floral blooms are seen on blouses, while pleats are used on midi skirts and blouses. Knits are well covered, while lace and faux fur add texture. Dresses, from the ubiquitous circular style to body-con shapes, are updated by on-trend colour blocking.

Experience 7

Sharing the first floor with Burton, with Dorothy Perkins on the ground floor, Miss Selfridge does a good job of covering plenty of trends in a relatively small space compared with its rivals. But it lacks the retail theatre of said rivals. Customers are alerted to new product with large ‘New In’ stickers and a handful of mannequins display on-trend outfits. But the real draw is the changing rooms: pretty floral wallpaper and a sanded-down, wooden effect on the doors are a real treat.

Value 5

A tan, faux-leather, full skirt looks lovely at £55, but you can get a lined, faux-leather shift dress at River Island for £45. Similarly, a faux fur coat at £89 looks great, but the price is in line with most young fashion and mainstream retailers, when it should be a little cheaper for its younger, cash-strapped customers. An all-over sequined shift dress is too much at £150, especially as a handful of sequins fell off as a customer touched it. She still loved it, but walked out without buying it.

Score 19

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