Monsoon stores nearly always look good, and a bit different. It retains its slightly quirky, Eastern-influenced boho-style feel. Under the leadership of John Browett performance has returned to its traditional levels after a blip in 2012. For some time I have wondered about the Monsoon brand and the extent to which its highly stylised look still retains its appeal. Recent results certainly suggest it retains a loyal base of customers.
Nevertheless, these customers will age. Will Monsoon age with them, or will it look to attract the next cohort? Either way is a significant challenge to a business with a very unique narrow handwriting with specific appeal.