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Oasis

Fails to play up to its glamorous strengths, with too much focus on casualwear.

Product 6

Disappointingly, there is not enough of Oasis’s wow product in this store. The all-over sequined dresses, which have been the darlings of the press, are only seen once, tucked away in the middle of the shop, and there is a distinctive dearth of shoulder pads or sequined jackets. Instead, this offer is more about casual product, but hits some of the trend buttons with boyfriend jeans, leather jackets and dresses, and the odd statement dress, such as a cutaway panel body-con style.

Experience 9

The downstairs fitting floor feels like a private VIP area, with gorgeous carved seating, a tall mannequin tree covered in sparkling jewellery and filigree wallpaper decorating the cubicles. Staff are friendly and helpful, and the visual merchandising is some of the best seen by Drapers, with jewellery and accessories dotted around the clothing rails and denim carefully placed with complementary product.

Value 7

Prices are probably about 10% to 15% too high for the target customer. A navy wool-mix double-breasted coat with ruffle front at £120 is at the pricier end of the young fashion offering, as is a leather cap-sleeved dress with darting at the neck for £125. More well-priced pieces include a slouchy jersey dress with coloured panels for £35. A lined cotton-mix grey and white dress for £70 is probably £10 too much.

score 22

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