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Hit or miss: Oasis -7/10

  • 12-14 Argyll Street

OASIS AW14

Pros

Last season’s winner had by far the best window display this season, with a funfair theme featuring full-size dodgems. This continues in store with a swinging boat and a curtain across the main door, making the store attractive and fun to visit. Key items are flagged up with ‘must have’ signs and there’s a strong range of options. For example, while a fake shearling jacket is £80, a cheaper knitted version is £48. For around £30 to £40customers are given a wide choice of printed tops, blouses and knitwear across the key themes of monochrome, orange and winter florals. Even very basic pieces, such as plain knits or vests, appear a lot more premium due to the immaculate presentation. Rails are nicely spaced, with at least one of every size from eight to 14 in most cases.


Cons

Unlike last season, it doesn’t seem as if Oasis is pushing the boundaries in terms of its product. Although pieces are pretty and better quality than the likes of Miss Selfridge, the average shopper won’t find much that is unique here when it comes to coats, trousers and casual tops. In terms
of standout design, Oasis lags behind, which loses it points this time.

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