Oasis is launching a new mobile store called Bessie the Bus, which will tour the country for the next 12 months to bring fashion direct to consumers.
The bus has its own full-time team, including a store manager and driver, and will showcase an edited selection of the Oasis range or specific categories such as accessories or workwear.
“Bessie will act as a bridge between a physical and digital store and we can take her to regional events but also areas where we don’t have a presence,” explained Hash Ladha, chief operating officer of Oasis. “It isn’t a marketing gimmick as it has its own P&L, sales plan and full time team.”
The store will be supported by a social media campaign and customers can vote where Bessie should appear. The bus will be located at Glasgow’s Girls Day Out and The Clothes Show in Birmingham, as well as visiting Shrewsbury and Essex before Christmas.
Consumers can see the latest itinerary at Bessiethebus.com.