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High Street Hit or Miss: Burton 6/10

Burton jpg

Burton autumn 15

Mainstream - Westfield Stratford, first floor

Pros

Burton seems to be focusing on a generally smarter, dressed-up look for autumn, which is a good move that will appeal to its core shopper. The use of actor Calum Best in the campaign images is also a relevant choice. There is some good outerwear that balances quality with competitive pricing, including a sturdy wool pea coat (£80), a quality trench coat (£70) and a thick wool blazer jacket (£85). Well-executed and informative signage explains the various denim fits (boot, relaxed, slim, straight, skinny, super-skinny). Two pairs of jeans for £45 is also good value.

Cons

Customer service wasn’t great, with two members of staff chatting across the store and not acknowledging shoppers. Two mannequins in the window were dressed in the same parka; although this is a key item for the season, it’s a missed opportunity to show more key styles.

Click here to see how other retailers performed.

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