Retail choice: Shellys, Oxford Circus

by Joan Devereux, Strategic planner, Publicis Marketing 20-Oct-04

In my day, the only shops to consider when it came to shoes were Office, Red or Dead and Shellys. The shoes in Shellys were sexy, combining an intoxicating sense of pretty-pretty come-hither with an element of weird. Its shops reflected the mind of an 18-year-old fairly accurately too - disorganised, yet disarming.

More recently, it seems to have lost its way, so I was excited about reviewing a revamped flagship store. I imagined Shellys would have recaptured its raw appeal, a bit of Avril Lavigne in a world of Britney; deliberate dishevelment stuffed with creations to complement some of the more interesting designs from its neighbour, Top Shop.

But it seems to have gone the other way. Highly organised floor-space, sensibly segregated with rather mumsy displays and not-too-loud music.

For a second I thought I must have had a funny turn and ended up in M&S.

All could be forgiven if the product was right, but the shoes are unexceptional and surprisingly expensive. Shellys appears to be suffering from 'mass-appeal syndrome', offering shoes designed to be bland enough to appeal to everyone, but consequently soulless.

Having said all that, I love the Shellys London logo - wonderfully bold and a reminder of past glory. I just wish the in-store reality held a hint of that same promise.

- Design Love Branding.