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TM Lewin, Regent Street

Delivers a lesson in knowing your product, your customer and how to promote

Product 7

TM Lewin’s core is its shirts. Merchandised by size, its pigeonhole display gives off an array of colours. Classic plain white, blue and pink sit among bold checks of fuchsia, royal blue and baby blue. Collar shapes are clearly signposted - predominantly semi-cutaway and extreme cutaway - as are the newly introduced button-cuff shirts. Suits come in a classic or contemporary block and are light or mid-grey, navy or black. Cloths are equally straightforward.

Experience 7

This is no-fuss retailing. The store has a feel of an established outfitters and the staff are knowledgeable and friendly. The man who talked Drapers through the suit offer was helpful, explaining the different cuts and how they fitted - though more detail on the cloth options would have helped.

Value 8

Outstanding value. Shirts are £100 for four or about £35 each while suits are £250 each. For men who need a uniform and want a degree of distinction in what they wear, this has to be a point of call. Granted, some of the shirts are only suitable for the more flamboyant surveyors and moneymen, but that surely is about knowing your market.

Score 22

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