Oasis to open flagship store in West End

Fashion retail chain Oasis is to introduce a new flagship store format, developed by Fitch. The store will open next week in Argyll Street, in London’s West End.

New features introduced at the store include Studioasis, a waiting area for friends and family of shoppers who are trying on clothes. The area includes TVs, Internet access and reading material, in a bid to prevent bored companions causing frustrated shoppers to leave the store without making a purchase.

To further encourage shoppers to spend time trying on clothes the changing rooms, where the decision to make a purchase is usually made, are 20 per cent larger than in other Oasis stores. Four music channels are also on offer in the cubicles to allow shoppers to choose their favourite style of music, and a beauty bar is provided so more make-up can be applied after trying on clothes.

A brighter colour scheme and mosaic flooring have been introduced to enhance the “fun” element of the shopping experience, says a Fitch spokeswoman. The store also features specially commissioned illustrations by artist Camilla Dixon.

“We have created a new store environment that captures the true essence of the Oasis brand and we strongly believe that interactivity should not only be found on-line but should be manifested as an involving and experiential in-store experience,” says Fitch creative director Tim Greenhalgh.