May 30, 2019 | By Louise Squire
Apr 26, 2017
By WGSN Insider
British contemporary womenswear line Oasis is opening its doors to consumers to get a sneak peek of its AW 17 collection (before anyone else) for the first time ever. Press previews are traditionally reserved for fashion industry insiders and the press, they happen seasons ahead, so that editors can pull key looks for photoshoots, and stylists can prepare for upcoming events. But this time around, Oasis wanted to show its devotion to its customers by letting them in on the excitement and letting them preview the collection. It’s a move that makes sense for the womenswear line too, because in today’s extremely competitive retail market, enthusiastic and committed consumers can be your biggest advocate when it comes to helping the brand stand out from the noise.
The press preview is taking place tomorrow called ‘The Extraordinary Chronicles of the Curious Bookshop’, and the interactive space will not disappoint. The sneak peek that we got revealed an immersive brand experience, with goody bags, refreshments, and even a calligraphy station available for guests. Everyone who attends will receive a leather handbag that can be monogrammed. Oasis also set up a concept store at Tottenham Court Road where more activities will take place, and attendees can travel between stores in one of two branded Tuk Tuks. Workshops for calligraphy as well as free file and polish manicures will be on offer along with even more refreshments to indulge in at the Tottenham Court Road location.
Customers who attend will have the opportunity to give their feedback on the new collection before it hits stores, letting the brand know what they love and what they don’t via the Oasis app (this taps into the global trend we are seeing of retailers tapping into their super fans, hosting exclusive events for them, getting feedback on products and even designing with them in mind).
On the day of the event, attendees can scan QR codes on each garment and report if they “Love it” or if it’s “Not for Me”. Once they scan the piece, the customer can sign up for an email notification once the item arrives in stores and online to buy. Oasis is doing this in an effort to capture the consumer voice and let them choose what they want to see in Oasis’s upcoming selection. Oasis COO Hash Ladha stated that “The AW17 Customer Preview demonstrates that we truly value our customer’s opinions, they are at the heart of everything we do. As a brand we are constantly looking to evolve how we work in order to bring our customers closer to the brand.”
Brands and businesses are always looking for ways to better connect to their customers and integrate them into their company’s DNA. Allowing customers to attend previews takes some of the power away from the press and puts it into the hands of those who identify more closely with the brand, and are more likely to shout about your brand on their instagram Stories feed. This event also breaks down the wall between the industry and the consumer, removing some of the exclusivity industry leaders receive and giving it to consumers to let them peek into the world of fashion business.
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