Next autumn 15
Mainstream- Westfield, Stratford, first floor
Next’s window display is among the best of the visit with a full on winter wonderland theme complete with trees and fairy lights. Like Reiss, the menswear and womenswear mannequins are mixed, which is a nice touch. The prices in the window are helpful. The layout of the shop is easy to navigate and product categories are grouped together – for example, all the jeans are in the same location, and all the coats are in another area. Prices are clearly displayed on placards. Merchandising is good and matching products are displayed next to each other to inspire shoppers. The product is quite casual, focusing on coats, jumpers and jeans. The prices are competitive: a fake leather mini-skirt matches Zara’s version at £25. Next was the only shop visited that was not on Sale.
Although the product is nice there are few standout pieces that really make the shopper say, “I have to have that.” Other than the sales assistants on the tills there are no members of staff on the shop floor.
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