Service that’s fit for Savile Row in a low-cost, letdown environment.
A very mainstream offer suited to the older, more countrified Cheltenham demographic. This store is dominated by classic block tailoring, though about a third of suits are more premium with a slight fashion edge courtesy of Ted Baker, Aquascutum and Magee. Casualwear mixes mainstream brands like Ben Sherman checked shirts with Levi’s 501s while a T-shirt with a Superfives Tokyo Superfives logo dips a toe into Superdry territory. Voi Jeans also has a presence.
Service is nothing short of outstanding - the store manager handed out Quality Street sweets and addressed shoppers as “sir”, while offering gentle guidance towards suitable brands. This was the only store to engage Drapers in conversation, and insightful chat it was with real understanding of both pricing, style and brand. Because of this, Slaters loses just two marks for what is a very outdated storefit. Even middle-aged men aren’t going to feel wall-to-wall tartan carpet these days.
Shoppers are in for some bargains if Slaters can entice them through the door. This store shares brands with Debenhams but undercuts the department store even on a Blue Cross weekend. Levi’s 501s are £65 versus £70. Classic own-label coats are £89. Mainstream suits range from £55 to £155 and there is a pair of jeans for £10 - matching Debenhams’ value offer in the category. Slaters’ lowest price promise is a massive statement to garner trust and loyalty.