American Eagle autumn 15
Young Fashion - Westfield Stratford, ground floor
The store does look good, with sleek fixtures and fittings and a very impactful denim wall at the entrance, making clear how jeans-focused the retailer is. Several items are a little pricier than close competitors at the shopping centre, such as £42 for standard denim, £38 for chinos and £150 for a thick parka, but the quality does generally beat some other young fashion stores.
Last season, I wrote: “Smiley assistants greet shoppers, unlike some grumpy-looking assistants at other young fashion stores.” What’s changed? This season, the staff here were some of the grumpiest I encountered and several assistants walked near me and didn’t acknowledge me at all. This is a shame as American Eagle’s customer service used to set it apart. You are bombarded with discount signs everywhere that not only appear rather random, but are actually quite off-putting. It is confusing that both men’s and women’s denim areas are side by side at the main entrance. It would be better to have clear signs saying which is which.