Oasis managing director Sharon O’Connor said sub-brands could generate a like-for-like increment of 5 to 10 per cent for the Mosaic-owned retailer.
She said the strategy will create exclusivity for customers and better segment the variety of ranges the retailer offers.
“In the current climate, we need to offer pace of change,” she said. “The high street has gone a bit too high volume.”
The retailer recently collaborated with the Bath Fashion Museum for its Floral Frocks sub-brand. It launched its first sub-brand, New Vintage, five years ago, but has ramped up the offer since last year.
Oasis, which has been moving more upmarket since O’Connor was appointed to head the brand two years ago, will receive the highest investment of the brands in the Mosaic portfolio this year.
O’Connor said: “We are looking at our Oasis girl as an Oasis woman. We can leave younger high-fashion brands to focus on [the younger demographic].”
The Oasis management team is now in place, with former Ann Summers director Ian Wallis as retail operations director and Nadia Jones as creative director.
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