Many felt that BHS need to modernise their brand image, with many commenting that the brand is ‘old-fashioned’ and ‘an old-lady shop’. There was a feeling amongst the panel that they did not find the shops layout or stock very exciting, but had found previous experiences in BHS very chaotic and needs more staffing.
Although a number of women commented on the availability of Dorothy Perkins stock in the stores that they were beginning to appeal to a younger audience. However on the whole many felt BHS could be much more focussed as a brand, with many commenting that they are not sure who the target market for BHS really is.
A large proportion commented on the large range of stock available at Christmas time for the whole family, that the products were of a good quality and felt a large amount of their Christmas shopping could all be done under one roof. However those who shopped there at Christmas would not consider themselves to be regular BHS customers.