DOWN in Dublin's Jervis Shopping Centre, herd instinct abounds. Lots of shoppers are milling around in what seems a mindless kind of way. Some have come to shop, more just to look at the new centre, nicknamed Little England because of the dominance of British multiples trading there.
Dorothy Perkins, which describes itself as a leading force in high street fashion, offered coffee and a guided tour which reinforced the high street claim. Translated it means clothes that are middling boring, and sometimes horrible.
It is the dream of a certain kind of manufacturer and retailer to put women into clothes that lack individuality.
And even employing the bright new talents of Clements Ribeiro, a wonderful designer, has had very little effect. Marvels are expected from young designers by chain stores which give them little room to be creative in.
Ribeiro, who won the "New Generation Designer of The Year" award at this year's fashion Oscars, has tried a balancing act, deploying strong, sharp colours and interplay with textures and prints, but it doesn't really work.
Sizes range from 8 to 18, and maternity wear is said to be perfectly adequate, though the "incredibly stylish" description could be queried.
Dressing here stretches the imagination. There would be very little great feeling to be had from simply putting on a check jacket (£50) and matching skirt (£22). Or a black crepe dress at £40. Things would have to be done, clever things with accessories, to give it a bit of a lift.
Probably the best thing would be to break middle-market rules and mix it all up: put the orange rib zipper jacket (£55) with the black velvet trousers (£35) - play around with different elements until it works. Or try the electric green skirt with a plaid jacket. Or simply go for the tartan nightshirt and retire to bed.
But the shoppers spotted did not look as if they were prepared to labour at a look. What they see is what they get. Safe uniform dressing, with little price enticers - a tenner off here, a fiver off there.
The name Dorothy Perkins is perfect; kind of Pooterish. No one will gasp at what you have on. They may just say nothing at all. Often the best policy. If pressed you can always say: "It's accessible, affordable fashion".