Oasis brand fashions retail offer

Fashion brand Oasis is to introduce a vintage clothing brand called New Vintage to its stores next month, in a bid to add value to its offer in the face of increased competition across the women’s high street fashion sector.

Yellow Door has created the corporate identity, sub-branding, packaging, in-store communications and photography for the clothing range.

Interiors for the retail concept, unveiled to the public on 9 September, are designed in-house under Oasis marketing director Hannah Russell’s creative direction.

The New Vintage range will roll out across ‘a number of stores’ from the end of October, says Russell. These include Oasis’ flagship site in Birmingham’s Bullring development, which opens on 4 September and is its largest store opening for three years, she says.

The New Vintage range itself is ‘not finished yet’, says Russell, and details of the clothing remain under wraps.

Growing competition from value retailers such as New Look, which opens its much-vaunted Future Systems-designed store this week on London’s Oxford Street, is forcing mid-market women’s clothing brands to continue to improve their offers.

Oasis’s new brand follows Jigsaw’s announcement of the launch of its ‘affordable women’s range’ Kew next month (News, DW 3 July) and Monsoon’s flagship relaunch last week (News, DW 14 August). Dorothy Perkins also opens its Portland-designed flagship in September.