Standout product covering key trends and more in a model store.
Dresses stand out, with a gorgeous saturated pink, pleated style in the window catching shoppers’ attention. A figure-hugging floral ruched dress sitting below the knee combines elegance with sex appeal, while a petrol blue full skirt is bang on trend. Blurry floral silk blouses stand out, and the knitwear offer is strong, including a lightweight royal blue jumper with sheer sleeves, while detachable shoulder pads inside jumpers show attention to detail. Sequined shorts and trousers are quite rock ’n’ roll.
Futuristic technology meets traditional service. Within two minutes of entering the store, Drapers was approached by two members of staff, one carrying an iPad to show the collection. A further screen near the changing rooms also allows shoppers to browse (click and collect coming soon) and a huge screen on the wall shows films of the collections. I did have to ask one assistant in the changing rooms to leave me alone – she kept asking if I was OK.
Prices are in line with rivals at the top end of the market. The pink pleated dress is priced right at £169, as is the silk floral blouse at £125. Slim-cut trousers are good value at £95, but it’s the figure-hugging floral dress that impresses at £139. A cropped leather jacket stretches the price architecture to £325 – customers won’t be buying this one on a whim.