Oasis has added a new strapline as part of a brand refresh its chief executive says is aimed at “staying in tune with the customer”.
Boss Hash Ladha – who took over from Liz Evans as Oasis chief executive in October last year – told Retail Week that Oasis worked with design agency RedBee to update its marketing and corporate fonts and add the strapline: ‘lovely does it’.
The branding for the womenswear retailer was last updated in 2013/14, and Ladha said this most recent refresh was “about being relevant and staying in tune with the customer”.
The new strapline served the dual purpose of quickly communicating what Oasis stands for to its consumers as well as internally with staff, Ladha added.
Every piece of work you’re creating you’re measuring it back to the intent of the brand
“What’s brilliant about a strapline is, from a consumer’s perspective, it sums up what you’re doing. Consumers are busy and they don’t always have as vested an interest in your brand as you do.
“Also, it works from an internal discipline perspective: every piece of work you’re creating you’re measuring it back to the intent of the brand.”
The new look will launch next week, to coincide with Oasis’s new spring/summer 2019 campaign, fronted by Kara Tointon, Katie Piper and Nadiya Hussain.
Ladha described the trio as “brilliant, polymath women” who perfectly fit with the “multi-faceted women who choose to shop with us”.
Oasis has more than 80 stores in the UK and Ireland, and trades in 84 locations across 22 countries.