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High Street Hit or Miss: American Eagle Outfitters 5/10

American Eagle autumn 15

American Eagle autumn 15

American Eagle autumn 15

Young Fashion - Westfield Stratford, ground floor

Pros

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.

Cons

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.

Click here to see how other retailers performed.

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