Like much of the high street, Sainsbury’s follows the D&G-inspired nautical trend with a focused range of jersey-led striped and anchor motif tops. Elsewhere, florals in soft pastel tones dominate. Key pieces include tea dresses, fit and flare skirts, ruflle tops, linen wide leg pants, cropped chinos and cropped harem-shape jersey pants.
Jerseys, casual cotton tops and dresses are big categories here. The shop is sectioned into zones with the front area handed over to holiday fashion. There’s a small gondola dedicated to active wear, a denim wall with nine styles of jeans, plenty of featureless workwear, and zones defined by trend rather than category.
Aircraft hanger proportions means plenty of space with no compromise to shopper experience. Super wide aisles, clever zoning of product types and an abundance of sizes in each style means happy shoppers. With fashion taking the right hand flank of the store it feels like a shop in itself with no intrusion of homeware or groceries.
A recession-busting approach to pricing means basic V-neck T-shirts at £3.50, ribbed button-through vests at £4, and striped T’s at £4.50 at the entry level. Further up the range in terms of detail there are fine striped ruffle tops at £15, and cropped trench-style blousons in stone, biscuit, sky blue or red at just £20.