An iconic Birmingham store loved by generations is marking its
40th anniversary - and says it will never grow up.
High Street fashions have come and gone, but over the past four
decades while The Oasis hasn't changed much - but still sets
trends.
The alternative fashion store in Corporation Street - part of
The Square Shopping Centre - is marking its 40-year milestone with
a new shop front declaring its iconic status.
"Just about everybody has a story to tell about The Oasis," says
Paul Lewis, who took over the store two-and-a-half years ago.
"There's no one in Birmingham who doesn't know about us. We're an
integral part of the city's retail and cultural history."
Oasis has been setting trends since first opening its doors in
1971. The only difference is that what was up-to-the-minute then is
retro chic now.
Paul adds: "We like to think that while some of our customers
have grown up, we haven't. People tell us we have achieved an
iconic status and we need to make the most of that."
While high street chains and independents have fallen victim to
the vagaries of mainstream fashion and economic recession, The
Oasis has continued to appeal to customers of all ages and all
walks of life. Many of the students and 20-somethings who shop
there now were introduced to the store by their parents.
Today, with a new owner at the helm and 95 per cent of the
rabbit warren-like retail space full, The Oasis cuts as much
alternative fashion muster as it did 40 years ago.
With 35 independent outlets, The Oasis hosts one of the largest
collections of alternative independent retailers in the UK,
featuring vintage, Gothic and "hippy" clothing and accessories,
tattoos and body piercing, jewellery, shoes, pieces of art and
records.
The building is divided into five inter-linked levels, connected
by a stairways and corridors, the walls of which are filled with a
multi-coloured array of posters and flyers.
Yvonne Moulton, centre manager at The Square, says: "We love The
Oasis and consider it to be iconic for so many reasons, it's not
just about the clothes but a lifestyle too."
"Our main demographic is students," says Paul, "but we have
plenty of older customers too - many of whom have had kids who now
shop here. Young people like to buy things that are different - and
it's a lot cheaper than your average high street price."
The Oasis isn't just cheaper for customers - its rates compared
to other city centre retail outlets are very competitive, making it
the ideal place for new fashion businesses to cut their teeth.
Nevertheless, The Oasis has moved with the times too: it has a
huge social media following and Paul has installed wifi to
encourage traders to expand into online sales.
"We look after our retailers, offering them a lot of help. And,
as a result, it's a bit like a big family here," says Paul.
He adds: "We feel we offer great value for money in the Oasis
for any budding entrepreneurs, also encouraging e -commerce, and
self promotion on the web".