This is because both brands sell a similar kind of clothing; on trend to but high fashion. They sell garments which appeal to people who are fashion concious but don't want to stand out as much as fashion forward people. Dorothy Perkins and LOFT also both sell more basic garments which change slightly by season.
Dorothy Perkins website
LOFT website
Dorothy Perkins ss12
LOFT ss12
Both brands focus more on the fun-loving customer who wants clothes to flatter and to be on trend as well as comfortable and practical. LOFT and Dorothy Perkins want to cater to different ages and lifestyles and want to be seen as reliable go-to brands for basics that have a bit more about them.
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