Mary Portas at Aubin Wills-spun4

Mary Portas at Aubin Wills
Let's be honest, as 'secret shoppers' go, I'm hardly discreet. It's not really my style to disappear into the wallpaper to prevent detection,[link widoczny dla zalogowanych], displaying simply several casual glances around. Obviously,[link widoczny dla zalogowanych], generally service within this country is really damned abysmal that I often feel I could jump down and up screaming towards the top of my voice before anyone would take the blindest little bit of notice of me. Yet, the more shop staff see of me about the box,[link widoczny dla zalogowanych], the more canny I've needed to become. I've tried several disguises - it's amazing how, if you lose the orange bob and set me inside a set of flat sandals, I can fly below the radar. It is really hard in small shops (or ones with few customers) and often my only option is to hover outside and submit an envoy. My partner, Melanie, my daughter, Verity, staff from my agency and my business partner, Peter, have all done their bit while I hang back and take notes. Standing outside this week's shop, Aubin Wills in Edinburgh,[link widoczny dla zalogowanych], that was oddly quiet inside, it had been obvious that I could have been as mysterious a shopper as the Duchess of Cambridge attended by 15 bodyguards. I'm around on business with Peter,[link widoczny dla zalogowanych], and so i dispatch him for any poke around.
The windows
The management at Aubin Wills, the older sibling from the wildly successful preppy youth brand Jack Wills (dismissed by my offspring to be 'for stupid rich kids who do not get fashion'), have realised that the brand perceived to possess a strong provenance can charge that bit more because of its merchandise. So even though it has been trading for just a couple of years, Aubin Wills has been crafted to inside an inch of their life to look as if it's been around for at least a hundred years. A stylish window display, in type that looks like it has been battered as we grow older, reads exclusively for probably the most refined as well as discerning gentlemen… unsurpassed style always second to none… finest workmanship guaranteed. Inside,[link widoczny dla zalogowanych], a wonderful period conversion takes me back to a time when everything was much more grand, charming and gracious.
Shopability
What's clever about Aubin Wills is that all this period detail is juxtaposed with modern touches. The music is funky, you will find iPads on the wall that connect with the business's excellent website,[link widoczny dla zalogowanych], a fabulous oversized brand 'storybook' organized on the table, plus some of the most beautiful packaging on the high street. The brand's icon, a fox in a top hat, is emblazoned everywhere. Among the store's most delightful features, Peter reports, happens to be both fantastically oversized changing-rooms at the rear of the shop. All of this detail doesn't come cheap obviously. Women's knits cost from £80,[link widoczny dla zalogowanych], and a men's woollen blazer costs £325. If you wish to be part of the company but can't afford the costs, there are some items, such as notebooks (£6.50) and cushions (£49), which may make fun gifts.
The service
Peter left the store suitably impressed. He might have been mostly of the customers,[link widoczny dla zalogowanych], but the way he was approached and served by the young chap in there really struck him. A lingering touch of the grey flannel suit was all it took for the sales assistant to bounce over and tell the story of how this item have been created by Alex James, the first kind Blur bassist (who is now a face of the trademark), in collaboration with one of Britain's oldest running cloth mills, Fox Brothers Co.
Verdict
This is some of those rare British brands which has taken time (and employed the creative brains) to really join up the dots. Product, service,[link widoczny dla zalogowanych], experience and marketing all conspire to produce something that is way greater than the sum of the its parts. Yes, in this branch the grandeur from the building certainly helps, but the team has carefully chosen a store unit that complements the company. I reckon this option have this type of strong grip on their business that they could probably open anywhere and still look brilliant. Continue, take a look for yourself.
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