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.

Watch some responses from our panel.