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.
