Urban Outfitters autumn 15
Young Fashion - Westfield Stratford, ground floor
The fitout of the store has a cool and premium feel, and the placing of products such as quirky books and eccentric home products throughout make this feel like an appealing and shoppable lifestyle store. This retailer is all about the brands of the moment, so it gains points for its well-edited selection of buzz street and skate labels. A Stussy T-shirt (£40), an Obey printed bomber (£120) and a shearling-collar Carhartt jacket (£175) are examples of how these brands also come with punchier price points; shoppers are paying for the name as much as elevated quality. Jolly and helpful changing room staff were good.
There is no menswear in the windows, which could deter male shoppers. Displaying T-shirts with prints and graphics folded on table tops is a bad idea as customers don’t see them properly. Some pricier items aren’t good value for money – for example, a camel coat from Shore Leave at £99 is thin and flimsy. Denim is also a letdown, with a small selection of Cheap Monday (£49) jeans in basic blue and black, especially compared with the strong denim offers elsewhere.