Dorothy Perkins autumn 15
Mainstream- Westfield Stratford, first floor
The visual merchandising in store is great, with a display of mannequins dressed and accessorised in the retailer’s key pieces, including coats and partywear, as you walk through the door. The products are the placed directly behind the display, so it is easy for shoppers to find them. Throughout the shop there are large aspirational campaign images to inspire customers. There are also signs for the free in-store click-and-collect facility which is informative. The product is on the whole good value for money and trend led. Fake fur coats at £59 compared with similar versions at Topshop at £79. Standout pieces include a khaki suede belted shift dress with three-quarter-length sleeves that looks far more expensive that its £30 price tag.
The third-party brand section called Labels is a bit lost among the product, as it is tucked away in a corner. Some pieces are more expensive than other retailers’ – for example, a fake leather jacket in Dorothy Perkins is £49, compared with a coat of a similar style and quality at New Look for £30.
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