The pricing architecture in Oasis is well thought out, unlike the placement of product in store.
- Upper Regent Crescent
The best pieces here are the floaty spring dresses and silky shell tops, which are available in an assortment of colours. Key trends covered are floral and wallpaper-style prints in pink, blue, cream and peach, making the spring 13 collection look feminine and cute. Towards the back of the store, animal-print items are hidden behind a Sale rail, which takes up more than half of the shop. This makes it much more difficult to fully distinguish or appreciate the new collections. This is unfortunate, as the animal print trend is something few other stores are doing so Oasis should give it space to shine.
With dresses averaging around £60 and shell tops and blouses around £40, Oasis is roughly at the same price point as Warehouse, but it lacks originality in terms of design. A floral cotton dress with a full skirt for £70 can’t compete with Dorothy Perkins’ similar offering but is certainly cheaper than French Connection or Karen Millen, and not that different in quality. Better value pieces such as £25 cotton tops with cut-out detailing and stripes, and knitwear for £25 are both very competitive once discovered.
This is one of the better merchandised stores seen during this Hit or Miss - Oasis has gone all out with a window display that includes fake grass, flowers and mannequins on a swing. Odd then that the easel and window vinyls are shouting about Sale on entry. In store, a mannequin on a bike stands next to a mannequin walking two denim dogs, which makes for a fun demonstration of spring trends. Friendly sales assistants milled around the shop floor, although more attention could have been paid to keeping the Sale rails in order. These should also be less obtrusive to the better pieces, and some of the clothes were badly crumpled and creased.