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OASIS Stores commenced trading in March 1991 and has rapidly grown to 284 locations in the UK and Eire. OASIS has emerged as one of the UK’s leading retailers aiming at the fashion-conscious 18-35 year-old woman. It provides directional clothing and accessories with a sharp fashion edge, and the combination of quality, value and unique form has secured its position in the marketplace. OASIS has built its success on a reputation for originality, strong colour influence, product detail and exclusivity - essentially the ‘OASIS difference’. The handwriting is consistent through the range and unique to the High Street. This reflects the heavy investment in design and the resultant design input at all stages of the product development cycle. This view of what makes OASIS different and indeed what ‘is OASIS’ is clearly evident at all levels of the business. It is a powerful pointer to what has made the business unique and how it thinks and operates. The OASIS girl is between 18 and 35 and is very fashion aware. She’s independent, active, with a good social life and she enjoys travel. She loves shopping; it’s a major past-time she enjoys mostly with friends. Looking great is absolutely essential! In terms of its brand values, OASIS is wonderfully feminine. Colour is absolutely key and to tie in with femininity, print is often dominant. The fashion will always be wearable and everything the brand does will be with just that sense of fun. The OASIS girl is sociable and therefore so is the brand.
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