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Schuh, 200 Oxford Street

A buzzing atmosphere and able staff make for a unique shopping experience

Product 8

The breadth of product at Schuh is vast. Whether it’s kitten heels by Irregular Choice, cork wedges by Hush Puppies or Red or Dead penny loafers, the range-building is carried out with aplomb. More could be done to shout about Schuh’s women’s own brand, which is tucked away at the back of the store. Its sweet brogue boots in brown leather and brightly coloured flat pumps add interest. The men’s floor has a retro feel with own-brand plimsolls and versions by Fred Perry, Vans and Converse.

Experience 8

The welcome at the entrance to the store from a member of staff was warm and not pushy. The young fashion branded offer is well merchandised into distinct areas via the use of branded point-of-sale material, and the number of styles on sale is capped just before it becomes too overwhelming. The music is at the right volume and staff are charming and quick to assist customers. Their knowledge of brands was also impeccable.

Value 7

Dictated by the brands’ RRPs to a certain extent, there is great variety and a good, better, best pricing architecture that should suit every part of Schuh’s broad target market, which ranges from teenage boys to 35-plus women. There is a small Sale rail with 10 styles of shoes marked down at various levels, but overall the pricing is well thought out and very broad, ranging from £13.99 for own-label espadrilles to Skechers Shape-ups at £89.99.

Score 23

‘Schuh has very different and stylish shoes, and nice casual options. I’m not really into quirky shoes - I prefer more casual styles’
Nicola Miles, telesales operator, 32



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