The branded True2U denim delivers raw finishes and skinny styles with waistband and pocket details. While there is a fun element to the neon jerseys, graffiti leggings and leopard print tops, there is also a convincing-yet-tight new-boho story that includes floral print dresses in floaty cottons and still more subtlety is applied on crocheted boleros. Office wear is more basic and the eveningwear in satin is finished red and black and looks deceptively chic.
There is a vast spectrum of cotton, jersey and woollen knits in the first half of the store which makes for a colourful smorgasbord. Beyond that are beach-wear, denim, eveningwear and office wear segue into maternity and nightwear ranges are smaller but add to the variety. Then come the crammed Sales rails. Footwear takes up 10% of the back of the store and helps Peacocks to make inroads into New Look territory.
Clear signage is crucial because the store is expansive and so full of product. The basic look of the store is spiced up with armoir-style wardrobe features, which are free-standing and draped with accessories. Acrylic hand-features emerge from pillars and are draped with accessories and bags. The “As selected by Sun Fashion Editor Erica Davies” signs do help to signpost the more fashion forward pieces. All the while Peacocks FM pumps jaunty pop sounds into the bustling store.
Peacocks’ womenswear sits in the slim tranche between supermarkets and New Look. A cropped jacket in a pink-to-white ombré finish is £16 as are the belted, printed jersey dresses. Neon jersey tops with House of Holland style slogans are £10. A bandeau-busted strapless evening dress is £18 and office trousers are £8. Jeans are £12 for the easy slouch fit while the branded True2U styles are £16. A checked blouse with Lurex is £10 and a slubby cotton skirt with heavy embroidery is £14. At the entry-end three-packs of vests are £6.