KCooler temperatures signal that midsummer is now over and with it the time when it was so easy to get dressed. Because what little you pulled out of your closet in the morning was still enough at midnight in the garden restaurant. Unfortunately, the onion look is back in fashion and the desire to buy something nice again increases.
s.Oliver has been showing for many years that you don’t have to spend large sums of money and can still be well dressed, even in the office or for business appointments – a rock-solid German brand that can be assigned more to the mainstream, which was presented this spring on Frankfurt’s Zeil has opened a new flagship store on the former Salamander site (450 square meters) and sells fashion for him and her here. In this case, there was not enough space for children’s fashion, which s.Oliver also has in its range.
When the branch opened, it was said that from now on they wanted to appeal to a younger audience between 20 and 40 years of age. Consequently, fashion now hangs in shop windows that is no longer an option for customers who grew up with s.Oliver in the 1980s. A colorfully striped tube knit dress with a ribbed structure (89.99 euros), for example, or a college jacket with pretty details such as colorful ribbed cuffs and a stand-up collar and eye-catching embroidery on the back (119.99 euros).
Autumn colors on the shelves
Inside, the fashion brand shows with its blazers, trousers and T-shirts, which are neatly unfolded and hung on the shelf and hang on the hanger, that it can also be simple and classic. This is what the premium line stands for, such as a double-breasted short coat (179.99 euros, the proportion of wool is 40 percent) or a flared short jacket in a herringbone pattern (169.99 euros, a mixture of polyamide and polyester).
The higher proportion of synthetic fibers partly explains the prices. According to the label, sewing and weaving takes place in China and Europe, for example in Poland. Jeans, slim or with wide legs, cost between 50 and 90 euros. s.Oliver uses “We care” to identify items of clothing that are made from recycled fibers, for example. The company sets the criteria for this itself.
In the shop, the colors – beige, rust red, orange, brown and black – are already clearly heading towards autumn. The newcomers are hanging right in front of the entrance, the customer has to go all the way to the back to get to the sale department, where there are another 30 percent on already reduced goods – which means that some shorts only cost a good ten euros. There is also a modern coffee bar and changing rooms here.
The order in the shop is positive. In addition, there are sufficient staff, which is no longer a matter of course in retail. The salespeople are pleasantly reserved, but notice when advice is sought – and don’t talk you into anything. The new branch has been well received, they say. That sounds like good news on the Zeil.
s.Oliver, Zeil 113, Frankfurt; Monday to Saturday 10 a.m. to 8 p.m.; www.soliver.de