Is Prada posher than Primark? Not in the service stakes

The designer label has slipped down the shopping chart since last year

It seems that the devil doesn’t just wear Prada, but works there too – as a new independent guide to London shops has awarded it a rating of just two out of five ‘shopping bags’ for its customer service. Indeed, visitors to the boutique on Bond Street in central London may be surprised to find out that the same level of service was awarded to discount store Primark.

Compiled by milliner Tracy Rose and her husband Russell, the new edition of Fashion Fabulous London, the third in the series, reveals a surprisingly low score for the Italian brand.

On her visit to the store, where luxury goods come with large price tags, Ms Rose struggled to find assistance; waiting for five minutes after the security guard paged someone to attend to her needs. She writes: “Once there, it seemed that the sales assistant had problems with person recognition, or maybe that she had come off a trance training course.”

One of a dozen stores and concessions that the brand has in the capital, the Bond Street boutique was praised for its “cool mint green and modern geometric décor”, helping the 100-year-old brand pick up full marks for ‘wow factor’ and ‘choice’ on the Roses’ shopping bag scale, which the brand’s head Miuccia Prada will surely be reassured to learn. Ms Prada is known in fashion circles as a visionary – often inspiring the mood of a season with her work. The designer was unavailable for comment.

Instead of setting trends, however, Primark is known for creating copy-cat versions of designer clothes and sell them at prices that are a tiny fraction of those of the real thing.

Huge volumes of orders ensure a healthy profit from the unfeasibly cheap clothes, as does outsourced production to factories such as that in Bangladesh which collapsed last month, killing over 1,000 workers. Although Primark is a member of the Ethical Trading Initiative, the low prices of its garments continues to cause controversy.

In her review of the womenswear department of the 80,000 square foot Oxford Street store, which opened last September, Ms Rose found service at the till “actually very friendly”, causing the service rating to be doubled.

Stores are notoriously messy, thanks to the pile-them-high, sell-them-cheap business model, but the Roses do not mention this in their review.

While the service style may vary between different brands and sizes of store, the Roses, who carried out reviews of the 200 featured shops themselves, believe that good service speaks for itself and they judge it accordingly, visiting independent retailers, boutiques and vintage stores.`

Life and Style
ebookNow available in paperback
ebookPart of The Independent’s new eBook series The Great Composers
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: Senior Digital Marketing Consultant

    £28000 - £45000 per annum: Recruitment Genius: A Senior Digital Marketing Cons...

    Recruitment Genius: Assistant Stores Keeper

    £16640 - £18500 per annum: Recruitment Genius: An Assistant Stores Keeper is r...

    Recruitment Genius: Claims Administrator

    £16000 - £18500 per annum: Recruitment Genius: This is an excellent opportunit...

    Recruitment Genius: Software Developer - C# / ASP.NET / SQL

    £17000 - £30000 per annum: Recruitment Genius: Developer required to join a bu...

    Day In a Page

    'It was first time I had ever tasted chocolate. I kept a piece, and when Amsterdam was liberated, I gave it to the first Allied soldier I saw'

    Bread from heaven

    Dutch survivors thank RAF for World War II drop that saved millions
    Britain will be 'run for the wealthy and powerful' if Tories retain power - Labour

    How 'the Axe' helped Labour

    UK will be 'run for the wealthy and powerful' if Tories retain power
    Rare and exclusive video shows the horrific price paid by activists for challenging the rule of jihadist extremists in Syria

    The price to be paid for challenging the rule of extremists

    A revolution now 'consuming its own children'
    Welcome to the world of Megagames

    Welcome to the world of Megagames

    300 players take part in Watch the Skies! board game in London
    'Nymphomaniac' actress reveals what it was really like to star in one of the most explicit films ever

    Charlotte Gainsbourg on 'Nymphomaniac'

    Starring in one of the most explicit films ever
    Robert Fisk in Abu Dhabi: The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers

    Robert Fisk in Abu Dhabi

    The Emirates' out-of-sight migrant workers helping to build the dream projects of its rulers
    Vince Cable interview: Charging fees for employment tribunals was 'a very bad move'

    Vince Cable exclusive interview

    Charging fees for employment tribunals was 'a very bad move'
    Iwan Rheon interview: Game of Thrones star returns to his Welsh roots to record debut album

    Iwan Rheon is returning to his Welsh roots

    Rheon is best known for his role as the Bastard of Bolton. It's gruelling playing a sadistic torturer, he tells Craig McLean, but it hasn't stopped him recording an album of Welsh psychedelia
    Russell Brand's interview with Ed Miliband has got everyone talking about The Trews

    Everyone is talking about The Trews

    Russell Brand's 'true news' videos attract millions of viewers. But today's 'Milibrand' interview introduced his resolutely amateurish style to a whole new crowd
    Morne Hardenberg interview: Cameraman for BBC's upcoming show Shark on filming the ocean's most dangerous predator

    It's time for my close-up

    Meet the man who films great whites for a living
    Increasing numbers of homeless people in America keep their mobile phones on the streets

    Homeless people keep mobile phones

    A homeless person with a smartphone is a common sight in the US. And that's creating a network where the 'hobo' community can share information - and fight stigma - like never before
    'Queer saint' Peter Watson left his mark on British culture by bankrolling artworld giants

    'Queer saint' who bankrolled artworld giants

    British culture owes a huge debt to Peter Watson, says Michael Prodger
    Pushkin Prizes: Unusual exchange programme aims to bring countries together through culture

    Pushkin Prizes brings countries together

    Ten Scottish schoolchildren and their Russian peers attended a creative writing workshop in the Highlands this week
    14 best kids' hoodies

    14 best kids' hoodies

    Don't get caught out by that wind on the beach. Zip them up in a lightweight top to see them through summer to autumn
    Robert Fisk in Abu Dhabi: The acceptable face of the Emirates

    The acceptable face of the Emirates

    Has Abu Dhabi found a way to blend petrodollars with principles, asks Robert Fisk