The arrival of the Polish fashion giant in London was greeted by a curious crowd last week, but what makes the store interesting?
The irony of having one of the key fashion proponents of Topshop fronting the opening of Reserved in the former BHS flagship last week cannot have been lost on some of those queuing up to storm the doors with smartphone cameras at the ready.
For a while, Kate Moss epitomised Topshop, and her appearance at the new store of a former Sir Philip Green site may have raised eyebrows.
“The Polish fashion giant’s flagship has an interior that looks like Primark collided with H&M while intersecting with Zara”
So, was the new store that’s joined the recently revised West End lineup, including Arket, Weekday and Asics, any good? Well, it is – up to a point.
A grand entrance
There can be no refuting that on opening day there was plenty of fanfare, with loud music, crowds and a ground floor that extends far from the front entrance for a very considerable distance.
Those under 40 may not remember the childrens’ TV series, but there were mannequins with ‘Crystal Tips’ hairstyles.
The ceiling featured white rafts separated by broad, black channels that housed spotlights, and a large screen filled the wall behind the cash desk at the back of the store. All fine, but does this sound familiar?
The trouble with visiting a lot of stores is that certain designs seem to repeat with regularity, and finding a store that stands out from the rest can be tricky.
This appears to be the case with Reserved. The Polish fashion giant’s flagship has an interior that looks like Primark collided with H&M while intersecting with Zara.
Copy of a copy
It would be easy to identity where most of this large store’s main features came from. Again, there’s nothing overtly wrong with this approach. However, customers do need to be given a reason to make return visits, rather than going to a rival store that looks similar.
Shoppers will too, of course, pass quick and unsparing judgment, and the time to assess whether this new store is working will be a month from now when the next new thing will arrive and Reserved will have become part of the Oxford Street landscape.
Been there, seen it, done that? While novelty wears thin quickly, true quality takes longer to make its presence felt.