Changes at Oasis

It’s all change at young, UK fashion chain, Oasis. Not only have they recruited Julian Kilmartin, previously at Primark, as group buying director but they now also have Barbara Horspool joining as design director, from her creative director position

at both M&S and New Look. It signals a big push for the young retailer in a bid to keep design direction and business moving forward, and moreover, is illustrative of just how competitive our lively UK high street has become. And Oasis is one whom has sat at the centre of the high street boom.

  ‘I joined in January 1997 when Oasis had only 50 stores. Since then so much has changed notably fashion becoming more mainstream with the rise of celebrities, there’s much more competition on the high street with new entrants emerging constantly including value fashion. It’s definitely more challenging but still exciting and rewarding,’ notes Oasis’ design consultant Nadia Jones.

Jones believes the key to the brand loyalty, Oasis has forged for themselves and held amongst competitors, is largely due to their design ideas. The design team put together really wearable, well designed clothing with a feminine handwriting and also have devised sub brands to sit them apart from competition; ‘new talent is nurtured via Designer Collectives – a platform for design students and graduates - and New Vintage – which reinvents vintage for today.’

Horspool’s arrival looks set to up the ante for 2011. Great design and price point proposition with Horspool applying fresh ideas and know-how to a smaller, more boutique style brand on the high street. It’s about staying true to the brand, predicting trends ahead of the catwalk and making sure the collections have everything the loyal customer desires. And then there’s the internet. ‘We know our customer likes to virtual shop all the time and using the internet to research the trends, items she wants and do price comparisons, so the internet supports bricks and mortar sales, as well as providing a convenient 24 hour access to shopping,’ continues Jones.  Oasis by Order is the recently launched multi channel shopping experience, which soon will offer same day deliveries within the M25, and then will extend to other major cities.

‘High Street growth and demand is incredible’ bemuses Jones. ‘When I was a fashion student, there were only a select few high street stores, the arena is now so fast paced with a lot of new entrants from the UK.’

Jones continues, ‘I put it down to fashion becoming more fashionable with the rise of celebrity fashion, designers becoming celebrities and collaborations creating accessibility.’