Fitch unveils Oasis concept

A new store concept for Oasis, designed by Fitch, has been unveiled at the fashion chain’s flagship store in London’s Regent Street.

The Oasis 2000 concept, which will be implemented in a further ten of the chain’s 122 stores this month, was developed following customer research, brand effectiveness audits and competitor audits by Fitch.

The combination of metallic silver with the signature Oasis blue is intended to define the stores’ offer and provide greater legibility on the high street. The colour scheme will be used in brand communication material as well as in-store.

Features include a new range of display units, strong use of graphic and photographic imagery and three distinct, coloured areas: formal, urban/everyday and accessories/jewellery.