A limited knitwear range and too many plaid shirts characterise this season’s product offer.
All the key Superdry pieces reappear this season, but with some updates that channel autumn 11’s trends. There is a vast number of plaid shirts on offer in a huge range of colour combinations, while printed T-shirts are updated with distressed and vintage finishes, tapping into the outdoors utility look with a lumberjack feel. Patterned intarsia knitwear looks good but the offer is sparse, especially compared with the huge selection seen elsewhere. There are also some quilted and waxed jackets and a good selection of on-trend gilets.
A central display turns heads as you enter the store, with a particularly impressive artistic lighting display. Friendly staff greeted Drapers but the store is dimly lit, making it quite difficult to navigate as there are no defined sections between men’s and women’s areas. Clothes are placed on chunky tables rather than folded, and although the casual ‘strewn’ approach fits the image of the store, it actually just looks messy. Denim in particular resembles nothing but a pile of jeans, with what appears to be no definition between size or style.
While the trend direction might not be as strong here, the quality of the pieces is worth noting, which does push the prices up. Thick plaid shirts start at £44.99 and rise to £55.99 for hooded versions, while a plaid-patterned button-through hoodie pushes up to £74.99. Basic knits start at £34.99, while one of the only patterned knit options is a zip-through style at a high £129.99. Good-quality feather-filled padded gilets start at £94.99 and go up to £124.99, which is expensive compared with other stores.