Trends are present and correct but a distinct compromise in quality lets the offer down.
New Look’s women’s offer ticks off the trend check list, matching most of its key competitors but not offering anything new. For women there are lots of raffia espadrille soles and cork, pops of neon, ice cream pastels and splashes of snakeskin on flats, wedges and extra-high heels, as well as a wider-fit section. Men’s is similar for trends, with espadrille soles on all sorts of styles, desert boots and a selection of plimsolls and canvas slip-ons. However, men’s formal footwear is a letdown, with badly dated styles in cheap materials.
Key styles across men’s and women’s are well priced, often undercutting rivals but clearly compromising on quality. For instance, men’s espadrilles are two for £10, compared with Topman’s two for £18, but the difference in quality is obvious (two of them were already ripped). Two of the season’s essential styles - women’s espadrille heels and men’s desert boots updated with a contrast sole - are £24.99, an appealing price point for New Look shoppers.
Mannequins in the window highlight the standout styles, which is good for catching shoppers’ attention. The women’s area contains a separate section displaying the most trend-led styles, making it easy to pick them out. On entering the men’s area shoppers are greeted by the espadrille offer, which successfully attracted several shoppers during Drapers’ visit. There is a general untidiness throughout, however, with very messy Sale sections.