AllSaints autumn 15
Premium- Westfield, Stratford, ground floor
The window is striking as it displays the retailer’s signature sewing machines, which makes it stand out from its competitors. The shop is very big and it is easy to navigate between the rails. Outerwear is key at AllSaints this season and coats are placed at the front of the shop. A camel wool coat is £289, which is cheaper than the £400 Jaeger charges for a similar version. The flow of the shop works well: all the jeans are together at the rear, so they are easy to find. There are lots of changing rooms and the Sale signs are an understated grey rather than the usual brash colours.
The size of the shop may be overwhelming for some shoppers and the amount of product could be offputting as they don’t know where to look first. Annoyingly, a lot of the products do not have prices on the tags. Only small sizes (6 or 8) are on display. Some of the products were more expensive than competitors’: AllSaint’s suede bomber jacket at £358 compares with a similar version at Topshop for £185, but the quality does not justify a doubling of the price.
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