OUGD503 - Studio Brief 2: Oasis Research

As part of this brief I looked into Oasis to gather as much information on them as possible.

• Oasis are a contemporary British brand that is over 20 years old.
• Their in-house design team create everything exclusively for the brand.
• Alongside the Head Office in East London's Shoreditch and 300 stores throughout the UK and Republic of Ireland, a little further from home we also have 79 stores across 19 countries, including Asia, the Middle East and Russia.

Celebrity endorsement

Fashion chain Oasis is following in the footsteps of other highstreet names including River Island, Topshop and H&M to introduce its first ever celebrity-endorsed collection with pop star Mollie King from The Saturdays. The 45 piece ‘Loved by Mollie’ collection, which has been designed by the Oasis in-house team, has been curated by the singer and features her key pieces for the season, including floral co-ordinates and separates.

As well as curating the collection, King will act as a ‘style ambassador’ for the retailer and will feature in a campaign spanning all physical and digital channels including in a series of short films for the retailer’s website, which has been designed to showcase the “fresh and innovative direction” of the brand.

The collection ranges from 28 to 350 pounds and will be available at Oasis’ 17 flagship stores including London’s Argyll Street, Westfield City, Bluewater, Glasgow’s Buchanan Galleries, Leeds Trinity, Liverpool One, and Manchester Arndale.Oasis has 300 stores throughout the UK and Republic of Ireland and 79 stores internationally across 19 countries, including Asia, the Middle East and Russia.

In-store Wifi

Oasis has implemented a WiFi network implemented by Vodat International to improve critical business information access via iPads. The iPads will deliver multi-point mobile services in its UK and European stores to complement its multichannel offering and enhance the customer journey.

Oasis began the project implementation in October 2011 and have since installed the technology into around 60 stores, with 22 stores fitted within a 3 week period. The roll-out is continuing into 2013 with a further 50 stores across all of the retailer’s brands in the UK and Europe. 

The multiple in-store iPads will play three entirely different roles, from transactional mPOS for speed of service and queue busting, to improved customer information and wall mounted iPads in the changing rooms for interactive marketing - displaying image and video content on seasonal ranges, specific products and special offers.

Customers in-store can also use the WiFi to access the internet on their own personal devices, although the Coast, Oasis and Warehouse networks are restricted to the retailer’s iPads for security purposes.

Courier Service

Fashion retailer Oasis is teaming up with courier service company Shutl to offer its online customers “time-specific” delivery slots. As an extension to its 90-minute delivery option, Oasis will now be offering customers in the UK the chance to select a convenient hourly time slot either later the same day, or at any point over three days, similar to services utilised by major supermarkets.

The option uses Shutl’s latest technology, which integrates with Oasis’ existing e-commerce platform to enable a convenient, time-sensitive online courier service that collects customer orders from Oasis stores within a fifteen mile radius of the delivery address. The service is free for orders over 100 pounds and customers will be able to GPS-track the delivery process online.

Hash Ladha, Oasis COO, said: “A multi-channel, social shopping experience is at the heart of everything we do at Oasis. In response to the ever-evolving shopping habits of our customers, we are thrilled to offer an innovative, time-sensitive, online delivery service – a first for a UK fashion brand – which, in partnership with Shutl, provides an enhanced shopping experience in tune with our customers’ shopping needs.”