Not Child's Play

Adairs, Broadway. A tidy shop, as always, albeit one of their smaller units. Interesting how the eye is drawn by colour and lighting to the back wall hotspot - prime retail selling space. I like the way they have some colour on the front table.

My main reservation is that 'Adairs Kids' is not their mainstream business, and this important space should be allocated to 'core' business. This runs the risk of sending signals that it is a kids linen store, which is only a small proportion of their business.

UGLY DUCKLING

Adairs, homewares and soft furnishings, East Gardens.  Not the best look, and not up to their usual high standards of visual merchandising. 

STALE SALE PUTS CUSTOMERS TO SLEEP

Adairs, Broadway, Same sale has been on for the last 6 weeks or so.

BIGGEST BECOMES SMALLER

Adairs, Broadway. Initially impactful sale concept, is now looking tired having run for roughly the last month. This is one of the dilemmas in the manchester and homewares category - how to keep looking fresh and new when sales are seasonally and cyclically slow.  It doesn't help that these stores target the same shoppers as the fashion stores (out of necessity) who introduce freshness more frequently and set the pace for 'new' from a consumer perspective.

RED HOT

Adairs new season look stands out. Moore Park.

PAIN

And distress dilutes brand purity. Normally very tidy presentation. Adairs Moore Park.

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