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Oasis previews AW17 collection with consumers and the public

Lauretta Roberts
27 April 2017

High street brand Oasis opened up its AW17 preview, traditionally reserved for press, to consumers and members of the public and invited them to offer their feedback.

The brand transformed a Victorian gallery space in central London (at 15 Bateman Street) into an "immersive experience", dubbed the Extraordinarium for the occasion. Press previewed the collection yesterday (26 April) while members of the public were invited to view it today.

By downloading the Oasis app customers were able to use the built-in barcode scanner to scan QR codes on products and rate them as either "Love it" or "Not for Me". The app also gave the customer the option to join an email waiting list to be notified when their favourite pieces land in stores and online.

Experiences offered on the day included goody bags, a free leather bag for each visitor, which they could personalise with their initials, plus seasonal food and drink and a calligraphy station to further personalisation opportunities.

Branded Tuk Tuks ferried visitors from the gallery to the Oasis concept store on Tottenham Court Road where additional experiences, such as calligraphy workshops and beauty treatments, were offered.

Oasis COO Hash Ladha said the move demonstrated that Oasis "truly valued" customers opinions. "As a brand we are constantly looking to evolve how we work in order to bring our customers closer to the brand. We know from previous seasons that they love our campaigns, our positive point of view and our fun engaging events, this seemed like the obvious next step in being on the journey together," Ladha said.

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