Back in April 2018 we posted about our excitement that Urban Rivivo, one of China’s biggest fast fashion retailers, were planning to open their first store outside of Asia, and we were fortunate enough to stumble across it on a retail trip in Westfield, White City.
Beyond the huge sale windows, our first impressions were that the store space felt slightly contradicting of the product on display. The fixtures themselves were impressive. Having spoken with the store staff, the feng shui gives off a premium feel throughout as the layout and customer journey feels very considered – this was something very important to the owners. The product unfortunately doesn’t quite mirror the surroundings as capsules and ranges jar, housing feels muddled and product feels crammed onto rails.
The products themselves felt like reasonable value for money – we couldn’t resist a purchase (the store was 50% off after all) but with a lack of customer footfall and the floor staff outnumbering the customers 10/1, we will wait and see what the next few months, and new ranges bring from the hotly tipped “Asian Zara”.