Mexx, a division of Liz Claiborne, the giant US mid-market fashion group, has 9,000 outlets in 65 countries, including 87 stores (some franchised) and concessions in the UK. But the size and, indeed, the very existence of this chain are news to many. Say its name and some will even assume it is a lazy pronunciation of Next. In fact, the brand is formed from a combination of the first letter of two previous labels: Moustache (for guys) and Emanuelle (for girls)and two kisses – M+E+XX=Mexx.

This was presumably intended to be a formula for success, which made it somewhat strange that Mexx’s Oxford Street branch was keeping out of the currently testing retail game by still being closed at 10am last Thursday. Next and others had opened early to entice bargain hunters. But although Mexx’s windows were covered with posters proclaiming 50 per cent reductions, there seemed a reluctance to allow the public to view the goods.

When the doors finally opened, I did not feel that surge of enthusiasm usually provoked in me by the prospect of paying less. No store looks at its best at sale time, but there is no reason why cut-price items cannot be displayed in a clever way. For reasons of its own, Mexx had rejected this approach.

Anyone wishing to replenish a work wardrobe with grey and black trousers would have found a ready supply, but items with that little extra were more difficult to find amid the ranks of mark-downs. I counted five that could compete with the zing of the near-by branch of Zara – a grey jacket with a patent belt (£44.50), a black geometric-print dress (£27.50), a cropped leather jacket (£74.50), a black trench with a padded lining (£64) and a white puffed-sleeve blouse (£14.50).

But I questioned whether anyone would find Mexx’s downbeat decor inviting enough at any time to make a detour on their way to Zara. I began to understand why I had sought in vain to unearth a Mexx enthusiast among my acquaintances. Even an employee of another chain, whose duties include spying on the activities of rival retailers, confessed that she had never set foot in the Oxford Street Mexx. Her lack of interest meant that she had missed out on a laugh: the changing rooms seemed to have taken their inspiration from a 1960s hospital drama. These structures – white frames with pink curtains – resembled the screens put around a bed for privacy.

I was about to leave to continue my tour of the sales when I spied a pair of pink bermudas (£27.50), which were the correct formula (huge waist plus forgiving shape) for a pregnant colleague in need of clothes for a new year beach holiday. In this instance, Zara could not possibly compete.

RETAIL IS DETAIL

Layout: deficient in glamour 5/10
Staff: very helpful 8/10
Changing rooms: bizarre 5/10
Website: poor store information; atrocious spelling 2/10
Bags: smart design 8/10
Overall score: some stylish items in a humdrum environment 6/10

THE LINKS IN THE CHAIN

In 2006 sales at Liz Claiborne Inc (Mexx’s parent company) were $4.9 billion; net income was $254 million

Times recommends

• McDonald’s: the world’s local restaurant
• Help me to be a mum: a foyer to fulfilment
• A life online: God likes a laugh