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.