Failure of Oasis and Warehouse in the Fashion Retail Industry

Module: (FY028) Inquiry Based Learning
Topic: Oasis

Executive Summary
The fashion company Oasis and warehouse recently filed for administration which
showcases the failure of the company to go with external environmental changes in
the fashion industry. The primary trends which affected the failure of Oasis and
warehouse are COVID-19 pandemic an emergence of E commerce fashion retail.
The company was not able to adopt to extra environment changes such as Brexit or
rise of distant technology and social media which affected the ability of the company
to attract and retain consumers. In addition to this external analysis of the fashion
industry states that the competitive rivalry in the fashion industry along with threat of
substitution is high which increases challenges for Oasis and warehouse to recover
from losses. It is recommended that Oasis and warehouse focuses on penetrating
the United Kingdom market in order to maintain profitability and survive for a long
time.
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Contents
Executive Summary.................................................................................................................................................2
Introduction..............................................................................................................................................................4
Company history background..............................................................................................................................4
Identify areas of failure and why..........................................................................................................................6
Current trends and competition at that time.........................................................................................................7
Models of Analysis..............................................................................................................................................7
References..............................................................................................................................................................12
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Introduction
This report focuses on the fashion retail industry and the failure of Oasis and
warehouse to survive the COVID-19 pandemic. The COVID-19 pandemic drastically
affected the retail landscape as physical purchase of goods became impossible to
spread off code 19 virus. this introduced various barriers in success or fashion retail
businesses such as the UK based company Oasis and warehouse. The respective
organisation was founded in the year 1991 and established various physical stores
as well as an online channel for purchasing fashion products. The fashion products
offered by Oasis and warehouse included High Street wear products. The company
was not able to survive the COVID-19 pandemic and the physical stores of the
organisation closed permanently. This report aims to understand the cause of
downfall of Oasis and warehouse in the fashion retail industry by applying
appropriate marketing analysis tools. This report identifies areas of failures current
trends and conduct a market analysis by using suitable tools such as pestel analysis
and Porters five forces analysis. Finally set of recommendations are also given for
Oasis and warehouse to recover and establish competitive positioning in the fashion
retail industry.
Company history background
The strong history associated with Oasis and warehouse makes it all the more
important to understand its failure to face the COVID-19 pandemic and maintain
profitable streak like its competitors Marks and Spencer and H&M. Oasis was
founded in the 1991 and offered consumers high Street wear fashion products
through physical stores. The company owned physical stores including concession
stores in various parts of United Kingdom. Few years after its formation Oasis stores
plc floated on the London Stock Exchange and in 2001 the company acquired Sierra
acquisitions (Oasis and Warehouse Group: what went wrong?, 2020). Oasis was
considered a competitive member of the fashion retail industry in United Kingdom
offering wide range of products for men women and younger shoppers.
After entering the London Stock in change Oasis warehouse and coast retail
chains were acquire from ppm ventures by a secondary management buyout
supported by bagger group and investor group led by captain bank. In the same
year the company music fashion was established as the takeover vehicle when it
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