You could say that Oasis is the high street’s hidden secret: underrated, underpublicised, and with an only recently increasing online presence (it doesn’t even have its own Wikipedia entry, which in this day and age is saying something for a high street brand; nor do two other stores from the former Mosaic Fashions conglomerate, Warehouse and Coast). Founded by the Bennett family in 1991, and now owned by Aurora Fashions following Mosaic’s collapse in 2009, it continues to stand quietly steadfast in terms of physical stores as well as online presence. This achievement should not be underestimated given the increasing importance of online retail, and may be attributed to the clothes’ consistently high quality, which is something that is lauded by the store’s loyal fans.
Oasis occupies an interesting place in the market; it doesn’t have the ubiquity of Topshop, but is still accessible as part of the high street, and while it equally doesn’t have the “I’m-so-cool-it-hurts” vibe of other retailers, it mixes classic visions with more unusual designs that are hard-wearing and can be worn years later in terms of both style and substance. Prints and embellishments are emphasised without being over the top, and even though the designs can and do conceivably appeal to younger and older customers, Oasis describes its target customer as being in her late 20s. Current sub-brands include Belle (for occasionwear and accessories), Escape (beachwear), and New Vintage (reworking vintage styles with a modern twist), so that every consumer need should be fulfilled.
The brand also recognises its importance on the international stage, operating franchises in 20 countries besides Britain, including in Asia as well as in mainland Europe, and including international shipping from their online shop, meaning that the high street’s dark horse certainly seems able to compete.