The Australian premium fashion market is enjoying an influx of global brands including Maje, Sandro, MAX&Co, Paul Smith and Reiss all recently entering the market. There is also a stable of domestic traders seeking to expand their domestic footprint, for example Camila and Marc and Aje.
These entrants and expansions are undoubtedly buoyed by consumer spending habits, with increasing appetites to purchase international premium products, strong economic conditions and Australia’s undeniable appeal for shopping tourism.
Unfortunately, some Australian designers have struggled due to the influx of international fashion groups. Australian spend has shifted away from the local designer market, resulting in some brands reassessing their roll-out strategies. We have also witnessed Australian premium brands such as David Lawrence, Marcs and Oroton entering administration. Sadly this pressure also has the ability to challenge the authenticity of Australian designers, with the recent acquisition of well-known Australian premium fashion brands sass & bide, Rhodes & Beckett and Herringbone.
That being said, it’s not all doom and gloom, Australian designers continue to trade well in some locations. Chadstone, Emporium Melbourne, Westfield Fountain Gate, High Street Armadale and Westfield Doncaster in Melbourne; Westfield Bondi Junction, Westfield Sydney, The Intersection at Glenmore Road in Paddington Sydney; Pacific Fair on the Gold Coast; Westfield Carindale and Westfield Chermside in Brisbane; Westfield Marion in South Australia; and Garden City Booragoon in Western Australia all continue to outperform in this category. It’s safe to say for premium fashion the old adage is true – location, location, location.
So, what’s next for premium fashion?
- Flagships – Consolidation of sites into fewer, but more powerful locations
- Increased focus on differentiation – motivated by heightened international competition
- A continued shift to more casual offerings, making brands more accessible to the mainstream
For more information and current opportunities, click below for contact details.
Matt Hudson | National Director, Head of retail leasing
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