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High Street Hit or Miss: Superdry 7/10

Friendly staff and cute product, although the store is difficult to navigate.

Superdry

Superdry

Clothing multiple - Intu Trafford Centre Manchester, ground floor

Mainstream

Pros

Superdry is ready to duke it out with the likes of Jack Wills and Hollister for the title of preppy retail destination of spring 16. From the daisy print dungaree dresses (£54.99) and micro-daisy motif denim shorts (somewhat overpriced at £39.99) to the chunky sunshine yellow knits (£44.99), Superdry shows it can hold its own in the summer fashion stakes. The store also highlights its variety, stocking quality versions of the key trends, including a moleskin trench (£99.99) and khaki bomber (expensive compared with the competition at £94.99). The characteristic industrial fixtures keep the store interesting, including jam jar-shaped drop lights and wooden cabin-style changing rooms. Superdry keeps its Sale items restricted to a rail of discounted ski jackets (£52.49, from £104.99). The shop also benefits from friendly and helpful staff.

Cons

The store is dark and difficult to navigate. I struggle to find the changing rooms and stray into the menswear section, as there is no clear zoning of womenswear. The darkness, coupled with the loud drum and bass music, make the store feel half club, half retail destination, the overall effect of which is distracting.

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