Visual merchandising is spot on, with a fun and funky offer but points are lost on pricing structure
It’s fantastic to see Schuh making more of its own-brand offer, which dragged down its performance in the spring 10 Hit or Miss. Basic own-brand brogues and ballet pumps look good and are plentiful. Branded women’s footwear is bright and kooky with a selection of rubber Mel flats offering a feel of exclusivity - Drapers didn’t see this brand anywhere else.
Schuh could teach its high street young fashion rivals a thing or two when it comes to visual merchandising, both in store and in the windows. Its busy and vibrant displays make this store feel like the place to be. Men’s footwear dominates the entrance to the store, so it would be helpful to make it clearer in which direction a female shopper should go. A warm smile and greeting was given by the shop assistant.
This season’s volume cash cow is set to be the espadrille and Schuh has an excellent version on sale for £15. While it’s great to see a push on own brand, the brogues are far too expensive at £65 - the finish should be better to justify the price. The Hush Puppies branded offer in this store seems out of sync when it comes to pricing, with £70 too much to charge for a low-heeled court with over-the-foot strapping.