Trend Forecasting

As I am creating a collection for Oasis that is designed to be in stores for autumn/ winter 2011, I need to research what is going to be on trend and in stores in a years time. To help me predict these future trends, I have looked at several trend forecasting companies, which provide specific information on the key garments, silhouettes, fabrics, colours and trends of the future.
At the start of the buying process, buyers and designers will consult with companies such as Mudpie, Peclers Paris, WGSN and Trend Union to take advice about what is going to be the next big trend, or the colour for the future seasons. Unfortunately, to gain access to many of these services you have to pay an expensive subscription therefore my research has been limited.
However, the library does have access to the Peclers Paris A/W 2011 publication, which has been extremely useful in confirming to me that my inspiration of English countryside heritage is going to be one of the key trends next A/W.

To take inspiration for my collection, I have looked into the story called, 'Where are you from?' which focuses on a rural, uniformal spirit. The traditional outdoors lifestyle gives the story a feeling of heritage, with vintage styles and the equestrian look.

Directional shopping

I have also undertaken an exercise in directional shopping to help me gain inspiration from a more influential, higher end, design lead brand. This will enable me to gain an insight into a more fashion forward brand and reflect some of their key trends in my own collection for Oasis.
I have chosen to look at French Connection for this task, as they share many of the same customers as Oasis as they also offer very feminine womenswear. However, French Connection are able to sell their products at higher prices and have a slightly more fashion forward look than Oasis' more conservative style.

This winter coat from French Connection is priced at £160 and is made from 70% Wool 20% Pa 10% cashmere. This coat makes an eye catching statement in bright red with the over-sized ruffle.

This is the closest Oasis version which is priced at £100 and is made from 2% Other Fibres,28% Polyester,70% Wool. It is £60 cheaper than the French Connection Coat because there is no cashmere in the fabric and therefore is not of the same superior quality. As you can see the ruffles on the Oasis coat are noticeably smaller, creating a safer, more understated style.

This is just one example, but from my overall evidence I can assertain that direction can be taken from French Connection by keeping in mind the use of higher quality fabrics and adding more attention grabbing details to my designs.

Comparative Shopping

This is an exercise most buyers undertake at the beginning of the buying process when they look and analyse the current merchandise of competitor brands, which have comparable ranges such as product styles and prices.
From my survey and market research, I have decided to look at Warehouse as Oasis' main competition on the high street. Both these brands are owned by Aurora fashions and so are very similar in alot of respects. However, while Warehouse lacks a strong identity like Oasis, it does compensate for using more fashion forward styles.
In order to compare and familiarise myself with the competition, I have undertaken a comparative shopping  trip to Warehouse where I was able to establish and compare their key trends/ styles, fabrics, prices, colours. I will then use this information to strenghten and build my range plan to make sure that is in line with the competition.

The Buying Cycle

This is what buyers in the fashion industry use to track the events and processes that need to take place in order to buy a garment range within the time limits of the fashion seasons. I intend to follow the same key processes that a buyer in the industry would, however I will not be actually getting any of the garments made, so will not be including any of the manufacturing stages.

• Review of current seasons sales
• Budget planning
• Comparative shopping
• Directional shopping
• Fabric sourcing
• Range planning
• Garment sourcing
• Pre-selection
• Price negotiation with suppliers
• Final range selection
• Placing orders with suppliers
• Product development (sample fittings, fabric testing)
• Bulk garment manufacture
• Delivery of products to retailer
• Purchase by customer

Consumer Profile

I've created this profile of Oasis' core customer, to give me a clearer idea of the type of customers that are loyal to Oasis and ultimately who I am creating a collection for.

Gender: Female

Age: late 20's

Location: Live in urban areas and enjoys the cosmopolitain lifestyle

Lifestyle: Career focused woman which a passion for high street fashion. Loves socialising and entertaing with friends. Enjoys nights out sipping cocktails. No family commitments and reseasonable disposable income to spend on holidays abroad and all the latest fashions.

SWOT Analysis: Oasis

Now that I have gathered my market research on Oasis, I have created this SWOT analysis to clearly show Oasis' strengths, weaknesses, opportunities and threats taken from the results I have obtained.

STRENGTHS ·         High quality ·         Consistent fit ·         Fashionable, unique designs ·         Wearable, feminine clothes ·         Aspirational high street brand ·         Website, blog & in store magazine ·         International franchises	WEAKNESSES ·         Only cater for sizes 8 – 16 ·         Not much advertising coverage ·         Don’t have stores in every town/city ·         Not a household name fashion brand ·         Doesn’t cater for petites/tall/ maternity
OPPORTUNITIES ·         Raise brand profile/ customer awareness ·         Increase sizing range ·         Launch petite/tall/maternity range ·         Increase advertising coverage in fashion publications ·         Open more stores nationally	THREATS ·         Competition from other fashion forward brands. ·         Market saturation ·         Economic recession ·         Prices are quite high compared to other high street brands – cheaper alternatives available

Focus Group

I have also decided to hold a focus group as part of my primary research into my target market and the Oasis brand. By holding a focus group, I have been able to collect qualitative data which gives me greater depth and understanding of the target markets opinion of Oasis.
I asked four of my friends who I know shop at Oasis to give me their opinions and discuss the questions I asked them. I made sure not to ask suggestive questions or influence their opinion.
Here are some of the main points I gathered from the focus group.

• Why do you like shopping at Oasis?

Enjoyable shopping experience, good sales discounts, quite a sophisticated aspirational brand, offer student discount all year round, great for occasion wear.

• What do you think is Oasis' unique selling point?

Oasis have a specific/loyal customer base (they know their customer well), offer all the latest trends but in a safe way, very feminine image and offer classic/ sophisticated styles.

• From my survey most people shop at Topshop but fewer at Oasis. As Topshop is the main competition, what do you think makes people want to shop at Topshop rather than Oasis?

Topshop offers more variety in styles and trends, spoilt for choice and caters for every personality/style. Whereas, Oasis is very specific in their one style and offer much more streamlined/ conservative ranges.

• Do you tend to go into Oasis if you are having a general browse, or are you more likely to go in Oasis if you have something particular in mind that you want to buy?

Tend to pop into Oasis as part of the general run on the high street. Definitely go to Oasis for a specific item as they usually have a good range of everything. Wont go in more than once in a week as they wont have received any newer styles in.

This exercise has been very helpful in building up a greater knowledge and understanding of the Oasis customer and the reasons why they shop there.

Primary research: Survey & results

I have decided to issue a survey as part of my market research, to find out what Oasis' demographic market actually think of the Oasis brand. I created this survey using the website http://www.surveymonkey.com/ and then sent it to the majority of my female friends in my facebook contacts that fit the official Oasis customer profile. I wanted this survey to be quite general and not too specific at this stage, as I want to firstly gauge my friends opinions and perceptions of Oasis, whether they shop there or not. I received 33 responses in a week and these are the results:

1.    Do you shop at the high street store Oasis?

·         Yes - 14

·         No - 18

2.    Where would you view Oasis as a brand within the High street, rated 1-5? For example, Karen Millen is a high end brand and would be rated 1. Primark is low end and would be rated 5.

·         1- 2

·         2 - 13

·         3 - 14

·         4 - 5

·         5 - 0

3.    If you do shop at Oasis, why do you shop there?

·         Fashionable styles - 8

·         Good quality products - 9   

·         Reasonable price - 1

·         Consistent fit - 0

·         Aspirational high street brand - 0

4.    If you don't shop at Oasis, why not?

·         Too expensive - 15

·         Too conservative in style - 10

·         Doesn’t reflect your age group - 11

·         Only caters for sizes 8 – 16 - 1

·         Doesn’t offer a petite/ tall/ maternity range - 0

5.    Which other high street brand do you view as Oasis's main competition?

·         Warehouse - 24

·         Zara - 11

·         French Connection - 5

·         Karen Milen - 4                                  

·         Topshop - 6

6.    In your opinion, what would you improve about the brand Oasis to make you want to shop there?

·         More accessible prices - 16

·         More fashion forward styles - 10

·         Younger, less conservative styles - 6

·         Celebrity/ designer collection - 0

7.    Which is your favourite high street store to shop at?

·         Topshop - 19

·         Warehouse - 2

·         Zara - 9

·         French Connection - 0

·         Miss Selfridges - 1

·         New Look - 1

8.    If you were to go to Oasis to buy a specific item of clothing, what would it be?

·         Occasion wear - 15

·         Jeans - 2

·         Outerwear - 3

·         Work wear - 3

·         Basic pieces - 6

·         Underwear - 0

·         Other - 3

9.    How would you label the type of fashion available at Oasis?

·         Fashion forward - 1

·         Luxury designer - 1

·         Latest trends - 11

·         Classic styles - 15

·         Conservative - 8

·         Not fashion - 1


From this data I have collected, I have gained some valuable information on my target markets
perception of Oasis. Firstly, only half of the people who completed my survey actually shop at Oasis.
The main reason why they don't shop there is because it is too expensive compared to other fashion
retailers. This is also due to the fact that Oasis is seen as too conservative in style and doesn't reflect
people's age group, which I guess is coming from the younger end of Oasis' target market of 18 -30 year
old women. However, if people were to shop at Oasis it would be for occasion wear, as it seems they
are a popular retailer for this particular type of clothing.
Overall, I will keep in mind the fact that Oasis needs to keep their styles looking young and fresh in order
to keep their younger customers satisfied and also promote their more fashion forward side, as they are
pretty similar in style to places such as Zara and Topshop, but Oasis is just lacking that cool edge that
entices a younger customer.

Oasis: Promotion

Oasis promotes itself as a brand in a variety of different ways.
For example, they have a e-commerce website that has links to their blog, which gives updates on any Oasis events or goings on.
Their bi-annual magazine called the O Collections can be bought for £1 in store or from the website and has all the information on the coming seasons collections, aswell as interviews, reviews, photoshoots and style tips, all of which promote the Oasis products and brand. You can also pick up supplements in store from time to time, showcasing the seasons must have trends, for example outerwear.
Oasis also promote themselves by advertising promotions in store and their store windows, such as 20% off, sales and by offering 10% student discount throughout the year.
Packaging is also used as a promtional tool, as there paper bags are covered in an eye catching illustrated designs which delivers the brand identity and stands out from the majority of plain carrier bags.
However, Oasis doesn't not seem to promote themselves through advertising in magazines unlike competitors Topshop and this may be seen as something Oasis could look into to increase the promotion of their brand.

Oasis: The Place

Oasis have over 300 stores throughout the UK, Republic of Ireland, Europe and Internationally. Currently, Oasis operate franchises from China, Germany, Cyprus, Malta, Greece, Denmark, Sweden, Norway, Iceland, Romania, Finland, Gibraltar, UAE, Kuwait, Qatar, Saudi Arabia, Bahrain, Indonesia, Taiwan and Russia.
Oasis' London Flagship store is situated on Argyll Street over three floors, although there are smaller stores in most towns and cities across the country.
Oasis prides itself on the stylish store interiors which create a feminine, sophisticated look that reflect their clothing designs.

Oasis: The Price

One thing I have learnt from having experience of the buying process is that in retail, all brands have entry, mid and exit level price points for any one product.

For example at Oasis their knitwear this season starts at £30 for a basic jumper design as seen here. This is an entry level price point.

The price then goes up to £35 for a piece of basic knitwear with button detail like this cardigan, also an entry level price.

For £38 it is still basic knitwear but maybe in longer length or with a small trim detail.

A £40 piece will have more detail such as a lace panel and becomes a mid level price-point.

For £45 you get a lot more choice in designs, from a knitted dress to a chunkier cable knit style jumper.

£50 is also a popular price for many of Oasis' knits, for which you get added button and trim detail. This is still a mid level price-point as the majority of the garments are ranged at this price.

Knitwear priced at £55 are mainly dress, so more fabric but also a more luxurious and expensive materials such as angora and lambs wool. This is the start of the exit level price point.

For £60 you will get a knitted dress but with more embellishment, such as a lace panel.

At the top end at £65 you can expect knitwear with different colours and patterns knitted into the fabric.

Finally, at £75 there is this stripe lurex dress which borders on evening wear hence the top price bracket and exit level price.

Oasis: The Product

This information about Oasis as a brand has been taken directly from their website at:
http://www.oasis-stores.com/pws/Content.ice?page=AboutUs&pgForward=information

Oasis The Brand

Oasis creates a beautifully designed range of clothing and accessories for the customer who makes confident purchases, from a Brand who gives originality, great quality and a consistent fit.
Oasis collections are fashionable, wearable, colourful and are synonymous with quality, value and unique design.
Being aspirational is key to Oasis, we achieve this by ensuring we are true to our key brand values:

• Quality, differentiation and innovation are key to driving our aspirational status.
• We offer a co-ordinated head to toe collection which caters for all of our customers needs.
• The quality of fabrics, production, our attention to design detail and slightly higher price points make Oasis more aspirational than other High Street brands.
• We provide feminine clothes with a flattering fit and an emphasis on colour, print and special embellishment.
• Our in store message focuses on bespoke interiors with Oasis imagery, packaging, labelling to all identifies with the 'fun-loving spirit of the customer' and creates a unique Oasis experience.

The Oasis Girl

The core target customer is in her late 20's. She's a regular high street shopper and Oasis inspires her appetite for fashionable clothes. She generally makes considered purchases, which is why she loves Oasis – our collections are wearable and can transcend seasons while still having a fashionable edge.

Design

Oasis has a dedicated in-house design team giving us a unique handwriting. Pattern, print and colour are key features to Oasis and each print is uniquely designed and exclusive to Oasis.

Sub-Brands

Belle

We are delighted to bring you the fabulous Belle – our collection of co-ordinated Occasionwear and Accessories. This range comprises of carefully considered clothes, bags and jewellery that work together to deliver great outfits for a special day or night out. Belle is designed to work for everyone, whatever their style.

Ballerina

Our girl can complete every outfit from our selection of beautiful leather ballerina's.

Denim

Jeans remain best sellers at Oasis. We have styles that our customer knows and loves, such as the Scarlet, which are there to provide the foundation of her wardrobe.

New Vintage

"Inspired by Vintage updated by Oasis" Oasis reflected the love affair with all things vintage by creating New Vintage; a range of beautiful pieces, reworked by the Oasis design team from their vintage originals.
Our designers scour the vintage markets of London, Paris and LA, in search of loved garments and recreated them with an updated style and fit. Waistlines are re-worked, wear and tear repaired and fabrics updated, to deliver a unique collection that is vintage in style but modern in fit and readily available to the high street customer.

Little Black Dress

The most fabulously useful and timeless fashion must-have alays comes in black! That's why we've created the LBD collection.

Escape

With Escape we deliver the clothes and accessories that give Oasis women, what they need, to live their lives to their fullest! Check out our great bikini's, sandals and après-beach dresses.

International

Oasis has recognised the need to grow and develop the brand internationally and we now have a strong foothold on the international market operating franchises in: China, Germany, Cyprus, Malta, Greece, Denmark, Sweden, Norway, Iceland, Romania, Finland, Gibraltar, UAE, Kuwait, Qatar, Saudi Arabia, Bahrain, Indonesia, Taiwan and Russia.
Oasis is planning continued store development in both existing and new markets.
For further enquiries regarding international franchise opportunities please email international.enquiries@oasis-stores.com

Store Report

As my first piece of primary research into Oasis, I have decided to carry out a store report which will help me get an overall impression of the brand and how they present them self.

Store Visited: Oasis

Location: Old Christchurch Road, Bournemouth

Competition: Warehouse, French Connection, Zara, Karen Millen

General Appearance: High end high street fashion brand. Feminine and aspirational appearance

Windows: Full length mannequins dressed in A/W collection. Oasis signage

Key Looks: Camel coloured tailoring, black lace, embellished evening wear, fair isle knits, paired down feminine chic.

Promotions: O Collections magazine, Coats style guide supplement, 25% off when spending over £50 voucher available with magazine.

Graphics/ Signage: store window, on the wall behind the till, at the till point, floral motifs on wall leading upstairs, in fitting rooms

Store Fit: Bespoke interiors such as metal roses on the ends of each rail. Carved wooden tables to display clothing, glass shelves, floral motifs on walls painted in soft feminine colours.

Layout: Display table at front of shop, wall displays show main ranges plus mid-floor units. Shoes and fitting rooms upstairs.

Customers: 18-30 year old fashion conscious women with a good disposable income looking for quality, feminine, fashionable clothes with personality.

Prices: Start from around £20 for a basic top and go up to £175 for heavily embellished occasion wear.

Aurora fashions

As part of my background research into Oasis, I have discovered that it is owned by a compny called Aurora fashions that also own and manage the british fashion brands, Warehouse, Karen Millen and Coast.
It really shows how these brands fit together as a group as they are all very directional brands with a sharp fashion edge, aimed at the higher end of the market.
I think that Warehouse is definitely the closest brand to Oasis, which I will research when carrying out my comparative shopping. However, I think Warehouse also lacks the personality and identity that makes Oasis stand out from the rest.

The Brand: Oasis

In order to create a collection through the eyes of a buyer, I need to find a brand so I know the brand image and the type of customer I am creating a collection for.
I am mainly interested in womenswear and young fashion, although it has been suggested that I concentratre on menswear for this project. This reason why I want to stick with womenswear is that, I already feel like I am taking on quite a challenge as this is a new subject area to me. Also, I am abit rusty on the design side and I don't feel like I have enough knowledge of were I'd begin to start designing menswear.
Therefore I have decidied to choose an existing womenswear brand to base my collection on, as I feel creating a new brand, with the buying aspect would be far to much work for the time allowed.
The brand I have chosen is Oasis, which is well establishd on the high street as an aspirational fashion brand. Oasis is also a fashion brand which I am passionate about, as it is a company I worked for for almost three years as a sales assistant. Within that time I feel like I got to know alot about the brand, products and customers that shop at Oasis and I regularly continue to do so.

Work experience in the bag!

I am really pleased to of found out that I've been accepted to do two weeks work experience with the trend forecasting company Mudpie in February!

Although I wont be able to use the experience in this project, I hope that it will help direct me in my FMP next year.

However, I have also discovered that there is a student resource area that you have to sign up for on their mpdclick website, which I will definitely be taking full advantage of for this project as it has lots of info on the trends and styles for the coming seasons.

http://www.mpdclick.com/

Country Born & Bred

Well not exactly, but I did move to the countryside when I was about 11, and I hated being dragged away from all my friends in the town where I was just gaining my independence. Growing up as a teenager in the countryside was often very boring but I could always turn to nature as my entertainment, like taking long walks in the wood or having the best fields to sledge on when it snowed.
At first I was very unappreciative of my surroundings, but over time and as I've grown up I have begunn to really appreciate the beauty of what nature has to offer; from the stunning scenery of the landscape changing with the seasons, to the never ending spectrum of colours created seemingly from nowhere.
For me, nature has become very inspirational to me creatively, as I am really fascinated by the beautiful colour palettes and complex structures that nature produces, that we often take for granted or don't give a second thought to.
I took the advice from Caroline as what season I should be working towards, so therefore I am basing my project and inspiration around Autumn/ Winter 2011 which is perfect as I have all the visual imagery I need around me at the moment, as Autumn is well and truly here!
This is a collection of images showing what comes to mind and inspires me when I think about autumn in the countryside.