Patchy sales for womenswear stores

27 October 2009

Against a backdrop of changeable weather patterns, continued uncertainty over the economic outlook, and the onset of the party season, womenswear retailers across the country are reporting mixed sales results over recent weeks.

Violeta Tentomas, buyer at high end boutique Pink Zebra in Paddington, Sydney, (lookbook image left) said the month of October had been "pretty soft." Pink Zebra specialises in US fashion including premium denim, contemporary couture and cashmere knitwear.

"I think October can be a bit of a non-month. It's not cold any more so people aren't buying our cashmere, but the warmer months haven't really kicked in either, so we're not getting a lot of sales in our lighter clothing such as frocks and T-shirts."

While Pink Zebra catered primarily to affluent shoppers, buying habits had changed markedly since prior to the down turn, she added, particularly among clientele working in the banking and financial services industries.

"There was a real drop off this time last year when the downturn really took hold, but I'd say even this year, our customers are still making much more considered purchases. They're also using our recently launched e-store to pre-shop online."

"Like many stores, we've had a complete review of our business and have tried to cut costs wherever we can, as well as bringing a lot of functions in house. We're also trying to work much more closely to the market and respond quickly to change."

Robyn Veraar, owner of the Robyn Veraar Boutique in central Canberra said trade was unusually unpredictable for the time of year.

"It's been really up and down for the past few weeks. The last couple were good but this week the bottom has dropped out completely, and it's hard to know why, especially as we're getting into spring racing and formal season."

As well as shaky consumer confidence, unpredictable weather had also played a part.

"It's been very changeable; hot one day and cold the next. I also think Canberra shoppers as a breed are more cautious than Sydney or Melbourne shoppers. Their shopping tends to be more attuned to what's going on in the wider economic climate."

Tanya Frolla, owner of Anita L boutique in Kew, Melbourne, said she'd had a very good season. Known for high end New Zealand brands and imports, Frolla also stocked staples such as Boo Radley (pictured right).

"I do evening and racewear and I've been doing very well with dresses at the moment. I also stock through to sportswear too."

While some retailers might be struggling, Frolla confirmed her target market and longevity were factors in her success. "I deal mainly with more mature, say 40-plus women and I've been here 27 years, so I've got a lot of loyal customers."

 

 

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