dd has just turned 11 and its been a bit of a wake up call for me the last year or so. I had continued to buy nice clothes from Boden, Joules, Lands End, John Lewis, just in the bigger age sizes and lamenting at how they stopped at age 11-12 and how when she outgrew that size what would we do. I have now realised that she has her own sense of style and while it might not be to my taste she's now growing up and needs to assert her own identity or the identity of her crowd.
A shopping trip can be a good idea, it can also be a bad idea depending on budgets and availability of stores in your town.
DD loves Zara, Gap, New Look and a bit of River Island. We get the odd basic item such as jeans and shorts in Primark. H&M at their age is very heavy on the black and Grey and not much colour wise.
dd's current look is denim shorts or dungarees with tights, converse or chunky ankle boot and then hoodies, t-shirts etc. She loves a choker necklace This is where primark is good for accessories, chokers £1.50, packs of rings £1, cute little mini backpack £8 (new look identical one is £20)
However on many occasion we've been disappointed in store and had much better luck looking and ordering online. Next is a good example of this, the stores often full of younger items, but the cooler stuff avalaible online, zara often way better online, and Gap. That may be our nearest shopping centre though (Reading). We didn't have the same issue when we visited Westfield Shepherds bush.
Also if you do go to Primark, depending on the size of your dd, check out the womens wear as sweatshirts are cheap and start at a size 4 which fits a lot of 10/11 yr olds.
also for the 'cool' rating we buy a lot online with discount codes or from the sale section, Abercrombie kids, Hollister. Super dry apparently not so cool these days, but again that depends on the area, my nieces up north still love super dry.