J Crew, London

For those of you who remember C&A then you will know exactly where we are coming from.  We've seen this brand in the US and it actually looked really more than ordinary.  The launch of this store here in the heart of it all of course looked very interesting and they have actually produced a couple of interesting window schemes from their run of several (well these two at least).  However, do have a look inside and wonder to yourself.  Wonder we hear you ask?  Well, yes,  where is the visual merchandising?  How are we being enticed?  This is a massive space which no doubt has cost rather a lot of 'bucks' but how boring and generic does it have to be?  In the words of Jack Cohen (Tesco founder), 'Pile 'em high, sell 'em cheap'....well in this case a much higher price point for quite generic merchandise.  With shoes costing in some cases over £500, bits of Barbour chucked in and a sprinkling of cashmere sweaters presented in a Benetton kind of way we couldn't be less impressed.  Dull, dull, dull.