Carefully bought product offers the shopper something exciting but lacks excitement
This is an interesting set-up, as Wallis in Bournemouth splits its stock between a cramped area in Debenhams and a more pleasant, high-ceilinged section in Bhs. The latter is the larger of the two spaces, and as such ticks off more of the trend boxes. Being in Bhs means the customer is fairly conservative, but there are still tribal-print handkerchief-hem maxi dresses and floral-print tops with ruffles.
Positioned just inside the front doors of Bhs, Wallis’s brightly coloured pieces and (albeit watered-down) trend takes make for a good contrast to Bhs’s everyday basics without frightening shoppers. Mannequins are styled up suitably in knee-length dresses with leggings or tights and there is no feeling of bargain bucket, with tidy rails and good sizing options.
Despite its location in Bhs, Wallis sticks to its own pricing structure so pieces sit at about 25% to 30% higher than equivalent Bhs items. Dresses veer from £45 for printed jersey dresses with Aztec-style disk embellishment through to £50 for printed maxis and £60 for more heavily embellished pieces. Tops sit at about the £25 to £30 mark, depending on the level of detail and print, which for spring 10 includes oversized pockets, ruffled collars and contrast-pattern prints.