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| OASIS |
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Founded in 1991 by Michael and Maurice Bennett, Oasis is renowned
for creating beautifully designed clothing and accessories for
the customer who makes confident purchases. The company currently
has 310 stores, across the UK and Ireland, 109 of which are
concessions in department stores such as Debenhams, House of
Fraser, John Lewis, Beales and Selfridges. It also operates
238 international stores across a huge geographic spread, with
stores and concessions in Russia, the Middle East, China, Scandinavia,
Holland, Germany, Gibraltar, Taiwan and Indonesia to name just
a few. These are operated through franchise operations and partnerships,
as well as owned and operated solus stores and concessions.
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Oasis recently
unveiled a new store design concept at London’s Westfield
shopping centre, as well a new concession within Debenhams,
and has also recently opened within the new Arnotts store in
Dublin, formerly Debenhams. By Easter it will have opened a
newly re-sited store in Aberdeen, also featuring the new design
concept.
“The Westfield concept has been really well-received and
our main focus throughout 2009 is on refitting our existing
UK and Irish portfolio,” says Retail Operations Director,
Ian Wallis. “Should we be presented with new and exciting
opportunities we will of course take them, but we are committed
to upgrading our existing portfolio to the new concept.” |
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| As far as the
international estate is concerned, Oasis currently has 238 stores,
with the figure set to rise to 273 by 2010/11. By 2012/13, Wallis
aims to have a total of 443 stores outside the UK and Ireland.
“We will be looking at opportunities within new countries
such as India, Austria, Switzerland, Hong Kong, Thailand, Singapore
and the US,” he continues. |
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Unveiled at
Westfield London, the new Oasis store design concept was designed
to bring to life the modern boutique culture of the brand, and
represents a completely new creative vision. Oasis’ Managing
Director, Sharon O’Connor and Creative Director Nadia
Jones have worked alongside leading design agency Household
to ensure a concept that merges the brand’s philosophy
with the very latest in interior design and technology.
The experience begins at the fascia with a window jewellery
pattern that ‘floats’ on the outer edge of the glass;
this runs like a thread throughout the store, ending its journey
with a breathtaking sculpture suspended at ceiling height. Inside,
the style is feminine and modern, yet quirky and eclectic. A
carpet of blue, dark wood flooring adds a luxurious and sophisticated
feel and is the perfect base for high-spec hanging systems.
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“The
environment is integral to our brand experience and we have
invested heavily in ensuring that customers receive a shopping
experience second to none,” explains Wallis.
Alongside modern interiors, expect to see a renewed emphasis
on service and a huge investment in lighting, new music aesthetics
and a scent, unique to Oasis, permeating the atmosphere.
So who is the Oasis customer?
“Our target customer is between 18-35 years of age and
bridges at about 29,” says Wallis. “Historically,
it used to bridge around 25, which shows that over the years
our customer has grown up with us and continued to shop with
Oasis.”
This customer is, he says, feminine, independent and stylish,
adores fashion, is confident in knowing what suits her and is
driven by a desire for quality and investment buys that are
stylish enough to become collectables of the future.
For the full article please see the RLI
March 09 issue
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Paramount
Publications Ltd Suite 15, Hardmans Business Centre, New
Hall Hey Road, Rawtenstall BB4 6HH UK
Tel: +44 (0) 1706 212200 Fax: +44 (0) 1706 211782 Email:
info@rli.uk.com
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