A market-appropriate storefit is let down by the product
It feels like Moda In Pelle has tried to target an older customer than its core 20 to 35 age group and it hasn’t quite pulled it off. The styles that do target the party-loving shopper are a little too ambitious, such as a toweringly high, chunky cork wedge in a patent pink finish. Cute demi cowboy boots and lace-effect ballet pumps sit alongside stilettos on an ankle boot cage construction and sweet slingbacks which feature a bow vamp detail.
One of the most price-promotional retailers surveyed, a ‘Must Have Style of the Week’ sign offering shoes for £35 looks like it has been knocked up on someone’s home printer. The sales assistant was friendly and the garish WAG-appropriate storefit is fun and funky, while seating is comfortable. A glass standing display case is eye-catching.
A gold slingback low-heeled court at £55 is discounted to £39 while platforms are down from £90 to £60, which puts them almost in line with River Island’s best-in-show versions. Plain black ballet pumps are reduced from £50 to £39 - the consumer is too savvy to pay such a premium on a style like this which doesn’t offer the quality to justify the original price.