Dark difficult-to-navigate store fails to show product at its best.
Clothing multiple - Intu Trafford Centre Manchester, ground floor
In keeping with the atmosphere of a moody beach hut on the Californian coast, the Hollister store opens with a video screen of rolling surf. Womenswear is to the right, where the shopfit is set out in a series of rooms. Dinky cropped halterneck tops (£19) and off-the-shoulder peasant blouses (£25) hang on rails, next to tables covered with 11 styles of denim hot pants (£29). A black biker jacket (£65) offers an edgy alternative to the beach essentials. At the back of the store is a big dedicated denim area helpfully organised by size and cut from skinnies to leggings, visible under the light of a chandelier.
Dark and heavily perfumed, the Hollister store is not easy to navigate. Finding the women’s changing rooms deserted, I am directed to changing rooms on the men’s side of the store. An unfriendly store assistant begrudgingly lets me into the cubicle with a key and continues chatting outside. The dark boxy shopfit adds to the oppressive feeling, as does the loud folk pop music.
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