Large floral-print maxi dresses in the window display indicates that the boho and floral trends are well-backed in store, with more floral maxis, paisley prints on smock tops and tunics, and pretty floaty blouses. The brights and nautical trends are also ticked off – a single-breasted white blazer with navy stripes is one of the standout pieces among the trend. Ruffles, pin-tucked and pleating add embellish to the rest of the range.
Despite a selection of dresses at the front of the store, the mix is largely separates-driven, but the ploy is a good one, tempting shoppers into store. Product is smart and merchandised by colour, with lime green and coral the key shades. The front two thirds of the store houses the boho, bright satins and floral trends, while nautical is pushed to the back, along with the Sale rail, Petite section and accessories.
There is a 20%-off everything offer, which is merchandised in good taste, with orange balloons mirroring the colour of the signage outside. Product is merchandised on relatively high wall fixtures to maximise space in what is a relatively small but easy enough to browse shop. Staff are attentive but not pushy.
A satin-effect blouse with pin-tucking detail and ruffle is good value at £30 as is a bright green silk dress with jewelled neckline at £60. The rest of the offer appears to be good value on the surface – black trousers are £35, jeans and harem pants are £30 – but it lacks the quality of fabrication and design to give customers a reason to buy here and not elsewhere. On price alone, customers are better off going to Dorothy Perkins next door.