UK High Street Fashion

LOFT's image is successful in the US but in order for it to appeal to the current UK fashion market, it needs to make some changes. The UK high street has more of a variety of fashion's available to it's consumers, and the UK style is seen to be more edgy than that of american's, for example, London street style.
The following brands appeal more to the UK market due to their styling online and instore on their mannequins. LOFT could take inspiration from these in order to convert their brand into something which would be successful on any UK high street.

ASOS.com

A lot of these outfits styled by ASOS.com have an american vibe. LOFT could play on this with their styling. This allows the brand to keep it's american routes but appeal to the UK market by styling their collections in a different way.

ASOS.com also has many interactive features of it's website which appeals to their consumers as it allows them to display their individuality using the collections that are available. This is successful as customers can share their outfit ideas, and it increases sales as other customers are inspired to buy the featured garments. 

TOPSHOP

Topshop is one of the most well known go-to high street shops for most fashion concious consumers. They maintain their image by styling their mannequins and VM in a very bold way, changing the interior of the store to reflect old, current themes in fashion. 

Having creative VM and styling is something topshop does very well. If LOFT were to incorporate bolder styling and instore design, this would appeal to more fashion concious consumers, boosting their sales. The garments available in LOFT would become more appealing due to the way they were styled.