A heavy focus on leopard print and lace supported by strong knitwear.
If it’s lace or leopard print you’re looking for, then head to Peacocks. A sizeable chunk of the store is devoted almost exclusively to the two trends, but Peacocks’ Pearl Lowe collaboration, denim offer and paisley tunics all take pride of place.
The outerwear offer is small, featuring military double-breasted and duffle coats, while knitwear is stronger and includes long-line cardigans and cowl-neck jumpers.
Peacocks shouts about its Pearl Lowe collaboration with two large rails at the front of the store and supporting PoS. Elsewhere, product is split into trend or category, and is easy to find. Sale rails are tucked away towards the back of the shop. No sales assistants approached Drapers.
Sharing a similar customer base to Primark, Peacocks will always lose out to its rival on price, especially given its proximity to the retailer - leggings are £9 here compared with Primark’s £3, but Peacocks does add extra design detail with buttons on hems. It also backs lace and leopard print with more gusto than its rival, serving up long-sleeved lace dresses for £14. The Pearl Lowe collection takes price points higher, where a leopard-print dress with rosette is £35.