Oasis covers more spring 11 trends in its offer than any other retailer in this Hit or Miss survey.
Oasis has pretty much every trend covered for spring 11 and the more contemporary execution is just right, as the chain continues to edge up the age group of its target customer. The 1970s trend is subtle, with warm, earthy or muted tones on tunics, wide-sleeved tops and pleated dresses. Floral dresses add femininity, while the denim offer is strong, featuring jeans, skirts, shirts and jackets. Trousers are well covered, from cropped to wide-leg. It’s a shame the high waist, wide-leg style at the front of the store was in black, though.
Each trend is clearly segmented in store and Oasis takes its customer seamlessly through the different stories, beginning - and rightly so - with its early spring drops of muted and earth-toned product. A nautical and white story is well merchandised with models in the middle of the store, while point-of-sale material explains the different ways customers can order, buy and collect product. Staff offered to help and the store is clean and tidy - a pleasant shopping experience all round.
A batwing, handkerchief tunic dress with bold floral print looks good at £60, as does a tribal-print maxi for the same price. But the halterneck jersey maxi dress at £65 lacks the design direction to justify the price tag. Cropped trousers and chinos are good value at around £45, as are denim dresses and skirts for about £40. Blouses come in at about £40 and a mac is one of the most expensive pieces at £65.