While industry analysts are warning of a slow January/February fashion sales period (left), it looks as though boxing day sales did their bit to prop retail figures. Erin O’Loughlin asks fashion retailers about trade in the two weeks
following Christmas.
The mood in General Pants Co.’s head office in the weeks after Christmas was decidedly upbeat, said the retailer’s brand manager Jethro Lyons. “Everyone’s smiling.”
It was the chain store’s post-Christmas sales performance that had everyone in a good mood, and the feeling appears widespread across the fashion retail industry. Anecdotal reports compiled by Ragtrader indicate particularly strong sales of dresses and men’s businesswear during the industry’s biggest annual clearance.
The Australian Retailer’s Association executive director Russell Zimmerman said the positive results have put to rest earlier worries.
“What was concerning us from a retail industry point of view is there were a lot of sales out there pre-Christmas and we wondered how the post-Christmas sales would go. From all reports that we’ve had, post-Christmas sales have been very good.”
An ARA nationwide survey found 67 per cent of retailers reported post-Christmas trade to be the same or better when compared to the same time in 2008/09. While retail sales figures for the month of January won’t be finalised until March, the ARA estimated shoppers would spend $6.77 billion in the two weeks following Christmas, up four per cent on the previous year.
Among the department stores, Myer corporate affairs manager Damian Glass said apparel sectors “performed well” in the weeks following Christmas.
“We’ve been pleased with the way consumers have responded to the sale but in particular ladies’ fashion, ladies’ shoes and menswear continue to be some of our well-performing categories.”
Over at David Jones, the store’s 104th post-Christmas clearance was expected to move over 1,000,000 men’s business shirts, 115,000 women’s shoes and 23,000 pairs of sunglasses.
Unisex chain retailer Satch, which operates stores across NSW, Victoria and Western Australia, reported strong sales in dresses throughout the duration of the summer season, including after Christmas. Satch brand manager Narelle Orr said menswear had also been a noteworthy performer.
“Our menswear fashion and corporate ranges have been very strong and consistent right from the beginning of the season. Post Christmas has been no different with our suiting, shirts and business shirts sales very consistent each week... Women’s has been a little less consistent but nothing out of the ordinary for this time of year.”
A similar sentiment was reported by independent retailers around the country. Adelaide boutique Youthworks, which stocks labels including Alpha 60, Claude Maus and Geoffrey Beene, reported men’s suits as the top-selling category.
Youthworks director Martin Gilligan said post-Christmas sales this year had broken the store’s prior sales records.
“This was a better year than the last three to four years.”
In Western Australia, Follow Me Menswear reported a 40 per cent increase in sales on the same period of the previous year. The luxury boutique ran a television ad campaign to promote its many discount offers, which included 30 per cent off business trousers, 50 per cent off sports jackets and Versace suits for $999.
“We sold a lot of Versace,” owner Matt Baker revealed.
In Queensland, the tropical weather and influx of summer music festivals meant denim shorts and t-shirts were among the top sellers for independent label and boutique Subfusco. The brand’s sales and marketing manager Adam Grant said post-Christmas sales were “a little bit stronger than last year” and had contributed to Subfusco’s positive outlook for 2010.
“We’re expecting a nice year.”
Sydney retailer Joanne Meisner was even more upbeat in her outlook. The director of womenswear boutique Directions, which stocks labels such as Carl Kapp, Ginger & Smart and Willow, said the store had “come through the sales period very clean”. The veteran retailer noted dresses as the top seller throughout, what proved to be, a “very good summer season”.
“We went into the January sales with less stock on hand this year, which was very pleasing.”