Creative director Nadia Jones said the success of its Little Black Dress range, launched this season, inspired Oasis to pro-duce further ranges. “Customers want more,” said Jones. “Sub-brands are an exciting way to inspire customers and give our offer clarity. People have so little time to shop, so sub-brands help to segment the offer.”
New occasionwear sub-brand Belle will rival womenswear retailer Coast, which sits alongside Oasis in the Mosaic Fashions portfolio. Belle’s offer includes dresses, footwear, bags and jewellery, with beading and prints key for spring 08. The 10-piece range, which sits above the Oasis mainline on price, will be sold in all stores, priced from £45 for tops to £120 for dresses.
Little Black Shoes will sit alongside Little Black Dress and offer footwear, bags and jewellery. Ballerina will feature ballet pumps for £35. Casualwear sub-brand Escape will be adapted for each season, with spring 08 having a beachwear theme. Each sub-brand will get its own area in store. Oasis has about 300 stores and concessions.