What's Selling In Nedlands, WA

Evanne Alagbeg is clearly a fan of New Zealand womenswear labels. The Doffs boutique owner, who took over the business four years ago and worked for it many years before, rattles off her brand portfolio in everything but a Kiwi accent.

"Verge, VSSP, Lisa Law, Charade, Vertise," she says before going on to explain the virtues of our southern counterparts. "They retail really, really, well especially for my market which is women aged between 35 and 60. Women want something that pushes the boundaries without going over the top."

Australian designers on the other hand, tend to stick with a more demure aesthetic aimed at the younger market, Alagbeg adds.

"Fifty five year old women don't want to wear a mini skirt but they also don't want to look like their fifty five. Labels like Verge use great fabrics with interesting details like ribbons, sequins and embroidery that women really appreciate."
Positioned along Stirling Highway, Alagbeg's boutique often catches the eye of passing motorists – something she capitalises on by changing her window displays once every two weeks.

"I’ll sell out of a size range because someone driving by notices a dress or a skirt in the window and pulls over. My customers know that I only get a size run so if they don't get it then, it's often gone by the time their back."
Alagbeg says labels such as Verge don't often repeat orders, meaning the exclusivity factor keeps customers coming back for more.

This is something Elle boutique owner Wendy Marshall understands well. Also a Nedlands retailer, Marshall stocks a broad range of premium national and international labels including Gail Sorronda, sass & bide, Thurley, 18th Amendment, Willow and European designer Vanessa Bruno.

Like Alagbeg, Marshall believes exclusivity and a premium product offering work well in cities such as Nedlands.
"Generally a lot of customers that live or drop by the area come from a farming background," Alagbeg says. "They have a lot of money to spend but their not snobbish. That's the best thing about having a store here – the people."

Lowdown
Location: 7km from Perth
Population: 21 338
Brands: Verge, VSSP, Gail Sorronda, sass & bide, Thurley.
Stores:Doffs, Elle

By Assia Benmedjdoub