Cool concept, although the product could benefit from added edge.
Clothing multiple - Intu Trafford Centre Manchester, ground floor
Entering the Fat Face store is like taking a trip to the seaside, and features wood panelling, driftwood and deckchairs in the style of a large beach hut. Opening on womenswear, the in-store collection focuses on tonal sage green, soft pink knits and the odd tribal pattern. Fat Face’s take on the spring 16 trends includes a smart denim dungaree dress (£45), blue and white maxi-dress with a crochet hem (£50) and slim-cut capri jeans (£40). The changing rooms have serious wow factor, looking every inch the peaceful garden shed, from the rag rug to the metal garden chair and trowels hanging from the walls.
Cosy and comfortable, the product is lovely, if a little safe. Pieces with added edge, in keeping with the Fat Face aesthetic, might attract a new set of customers. On a store-specific level the changing rooms are unmanned and, while the staff are friendly when spoken to, they make no effort to engage.
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