Solid, well-signposted store lacked a little excitement.
Clothing multiple - Intu Trafford Centre Manchester, first floor
Dorothy Perkins carries off its functional take on the spring 16 trends with style. The windows reference hero items, such as a romantic blouse (£26), ankle-grazing trousers (£20) and a shirt dress (£30), which are signposted inside so customers can find them easily. Well-priced wardrobe essentials, such as a sleeveless jacket (£35) and gingham pinafore dress (£25), sit nicely next to special pieces highlighted on a “New this week” rail, including a black floral bomber jacket (£35). The signage in store is clear, and offers shoppers the option to order online and collect in store.
Great for work to evening dressing, Dorothy Perkins’ product and VM is never going to set the world on fire, but it does a great job for its target audience. The one element to let the store down is the basic changing rooms. The walls are scuffed, the floor is dusty and there is paint on the mirror. Improve this and the overall experience would be given a lift.
Click here to see how other retailers performed.