High street trendsetter could take visual merchandising up a gear.
Clothing multiple - Intu Trafford Centre Manchester, first floor
Topshop is the go-to place for the latest trends, and it really owns the 1990s grunge vibe while others just dip their toes in the water. Take the bomber trend: at the entrance are a variety of options, from a khaki bomber with chunky gold zips (£55) to an embellished version (£59) and a sheer rose gold style (£60). Formal drape joggers (£30), a nude trench with black leather cuffs (£79) and wide-leg dungarees (£65) stand out as new season favourites. Within two minutes of entering the store a friendly assistant carrying an iPad approaches me to check I am OK. In store a dedicated “Brands at Topshop” area features House of CB, Kendelle and Love, as well as a dedicated click-and-collect point and fun photo booth to increase dwell time.
The store lacks the VM bells and whistles of Topshop’s Oxford Street flagship or even the retailer’s store in Trinity Leeds, and there is no visual concept to speak of. The window is dominated by a big 50% off Sales sign and simplistic neon yellow raindrops to represent April showers. Turn the VM up a notch or two and this store would shine.
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