into several stores, prompting outrage over its "semi-pornographic" advertising images. It didn't sit well with some customers and is the kind of change that may be putting some off.

Where I am in the Oxford Street store shoppers are milling around, though only around half the number that are in John Lewis next door, or in Debenhams on the store's other flank. But Kate says she's arrived in the men's fashion department in Leeds and it is completely empty.

The entire store in Leeds feels "sad", she says. The cafe has been closed and there's no sign of a replacement, the toilets are "absolutely disgraceful" and "there are racks and racks and racks of trainers".

House of Fraser won its original loyal clientele by being a "house of brands" retailer. Beforeonline shopping took off it gave customers access to brands such as Ted Baker and Mulberry even if they didn't live near their flagship, big city stores. It had a luxury feel, with plenty of space around the products on display and a calm, ordered atmosphere.

She thinks Mike Ashley's approach risks squandering that.

"There's no softly, softly about it. These brands are disrupting and not in a good way," says Kate.

"To the left of me is a huge Phase Eight department, mother-of-the bride outfits and very formal classical clothing rails with matching accessories."

But on her right, she describes a less well-known brand, Miss Attire, selling £30 dresses. "The merchandise is all bunched up on the rail. It looks like a market stall."

Image copyright Kate Hardcastle Image caption In the