Women’s fashion retailer Oasis, part of Aurora Fashions, has opened an innovative new West End store where customers can browse iPads as well as rails.
The flagship store at 12-14 Argyll Street was opened as part of the firm’s plans to invest £7m in its British store network over the coming year and a half.
Liz Evans, managing director of Oasis, suggested that the Argyll branch could potentially change the way people shop thanks to its adoption of the latest technology.
She said: “We’re really proud to be investing in the UK high street with a brand new flagship store which we believe introduces a new kind of shopping experience.”
Customers shopping at the new store will find a wealth of digital technology within its walls. There are more iPads for paying for clothes than there are tills. The tablet devices can also be used by people wanting to cast their eyes over Oasis’ latest online looks.
There are also plans to ramp-up this harnessing of innovative technology with the further development of the mobile point-of-sale facilities.
The new Westfield Stratford City store will display the same hallmarks as Argyll Street when it opens next spring.
Evans added: “The growth in multi-channel – especially internet – retailing means customers are demanding more from physical stores: more excitement, outstanding service and a more personalised experience driven by new technology.
“We believe our Argyll Street store will lead where others will follow.”
Her comments on the growth of internet shopping were backed up by recent figures from the British Retail Consortium and Google which showed that total retail search volumes rose 35 per cent year-on-year in the third quarter.
Global design firm Dalziel and Pow were brought in to design the new 5,100 sq ft store. The firm was tasked with creating a feel that reflected both daytime and after dark moods, and brought in movable stage lamps to help create the required atmosphere.
Oasis has also rolled out larger, more open fitting rooms at the new flagship store in order to create room for friends advising shoppers on purchases.
Customers shopping at Argyll Street can get their hands on a number of limited edition pieces introduced to celebrate two decades of Oasis on the British high street.