Devonport, TAS
When Devenport residents gear up for the late summer races in January, shopkeepers say the lanes and centres are abuzz with activity. A thick cluster of boutiques and chains on Rooke, William and Steele Street distract local crowds with promises of sales and fresh frocks while 'Rockmans girls' head to the main shopping mall for a quick bargain. Proud owner of the 18-year-old Bliss boutique Sally Miller says while the event isn't as "dressy" as its Melbourne counterparts, it keeps true to its country origins.
"Even Hobart is dressier," she admits, laughing. "But the Devonport Cup is really casual and people can turn up in three quarter pants and a nice shirt or a cocktail dress and it's okay. It's the country, you know? And that's why you have to be careful when you're buying for your store. You've got all the big designs but you have to remember, you're going back to live in Devonport."
Offering local and international labels such as Line 7, Carolyn Taylor, Katie Cullen and Scope, Miller says that residents prefer light, casual apparel and good customer service over "fussy" designs.
"It's really competitive here but it's interesting because a lot of my customers have stayed with me since I've opened. They'll sometimes turn to me and say 'I still have that top I bought from you nine years ago because I loved it so much'. It's that loyalty that makes for good business."
Owner of Tommascena boutique, Mandy Taylor, agrees and says long-term customer relationships help the business during difficult times.
"It's a hard game because there's lots of new stores like Wombat and Susan opening up. I'm trying to get away from carrying too many traditional labels. When I took over the business a year ago, it had about thirty labels and I've taken it down to 18 and added Mr K, Purple Patch and Mix It.
"It's pretty conservative here in Tassie, people like there shorts and shirts but I've still got velvet and valour in the store. At least I like it and I wear it!" she laughs.
Lowdown
Population: 26 000
Location: 99km from Launceston
Stores include: Tommascena boutique, Bliss
Brands:Line 7, Carolyn Taylor, Katie Cullen, Scope, Mr K, Purple Patch, Mix It