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Standout product covering key trends and more in a model store.

Product 8

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.

Experience 7

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.

Value 7

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.

Score 22

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