Bottom Line: Chain or errors
Friday 20 May 1994
At Top Shop the mistake was to focus on too narrow an age range, alienating the 20- to 29- year-olds who felt they were a little long in the tooth for outsize grunge dresses and midriff- hugging tops.
At Principles the mistake was to make the store revamps so elegant and the merchandise so narrow in focus that many customers assumed it was a different shop.
At Burtons the mistake was to become too fashionable, losing those customers who wanted a more formal look.
At Top Shop and Principles reversing these mistakes has got sales on a rising trend once again, although the record has been so patchy that it would be rash to extrapolate from 11 weeks' figures. At Burtons an acceleration in the decline and a warning about a further drop in margins suggests there is still some way to go to get the format right.
Whether it will ever get the chains right remains an even bet. A 22-times multiple, based on a mid-range forecast of pounds 49m, assumes the odds are far better than that.
- 1 Hilary Mantel 'should be investigated by police' over Margaret Thatcher assassination story, says Lord Bell
- 2 Stamford Hill council removes 'unacceptable' posters telling women which side of the road to walk down
- 3 Kim Kardashian 'nude pictures' leaked on 4chan weeks after Jennifer Lawrence 'The Fappening' scandal
- 4 Iranian blogger found guilty of insulting Prophet Mohammad on Facebook sentenced to death
- 5 New Tricks: Dennis Waterman to leave the show after a decade of crime-solving
Stamford Hill council removes 'unacceptable' posters telling women which side of the road to walk down
Kim Kardashian 'nude pictures' leaked on 4chan weeks after Jennifer Lawrence 'The Fappening' scandal
Iranian blogger found guilty of insulting Prophet Mohammad on Facebook sentenced to death
Ice Bucket Challenge: US firefighter Tony Grider dies after participating in charity craze near power lines
Hitler’s former food taster reveals the horrors of the Wolf’s Lair
Scottish independence referendum: A nation divided against itself
Scottish referendum results: Cross-party consensus collapses amid Tory-Labour spat on the 'English question'
Scottish independence: David Cameron is becoming the 'George Bush of Britain'
Russia freezes Ukraine into submission: Kiev admits country doesn't have enough fuel for winter
Plebgate MP Andrew Mitchell called officer a 'little s**t', claim court documents 'exposing ex-Chief Whip's 'record of abusing police'
Archbishop of Canterbury admits doubts about existence of God
iJobs Money & Business
£400 - £450 Per Day: Clearwater People Solutions Ltd: **URGENT CONTRACT ROLE**...
Up to £100k or £450p/d: Saxton Leigh: My client is a leading commodities tradi...
£320 - £330 per day: Ashdown Group: The Ashdown Group have been engaged by a l...
To £75,000 + Pension + Benefits + Bonus: Saxton Leigh: My client is looking f...