Founded in 1806, Launceston in Tasmania is the nation’s third-oldest city. Its “old world” charm is etched into every building, and the architecture, which dates from early Colonial and convict times to Georgian and Victorian eras, now houses an array of businesses, including many of the city’s chic boutiques.
It’s these stylish tenants which have given Launceston a reputation as the state’s “fashion capital”, according to Sharee Marshall, owner of her eponymous fashion boutique on St. John Street.
“I was born and bred in Launceston, starting my business at 24 years of age, and the Sharee Marshall store has been in operation for over 21 years now,” she says.
“And Launceston is now quite well-known as the ‘fashion capital’ of Tasmania, with people regularly travelling from all over the state to visit.”
Marshall’s boutique currently stocks a range of labels, including Threadz, Clarity, LS Collection, Jacki K, Peer Gynt, Cordelia Street, Harp & Dublin, Jillian, Rosie Noir and Qui, as well as what she claims is the largest range of Cup hats and fascinators in the state.
“Launceston is an amazing city and the people are very fashion conscious and often more adventurous in their fashion ideas than our mainland ‘friends’,” she says.
“We stock many types of fashions to suit many shapes and sizes, and it’s an ongoing business challenge, but a very enjoyable one to have.”
Marshall’s millinery collection in particular is a smart stock decision, given that the annual Launceston Cup is not only the state’s premier racing and social event, which incorporates a strong fashion element, but also draws a league of new and cashed-up customers to Launceston boutique doors every year.
“The Launceston Cup is a major racing event and attracts a large local and interstate crowd,” says Justin Birchmore, proprietor of Justin Paul boutique in Launceston.
Birchmore, who manages the store although he no longer lives in the city, launched Justin Paul Launceston in 2009. The store, situated on the George Street shopping strip, now stocks labels such as Kenzo, Jaeger, Marc Cain, Basler, Paule Ka and Lisa Barron, as well as accessories from the likes of Rachael Ruddick.
However, while Justin Paul’s range of European brands and designer labels is a major drawcard for clientele, Bircher says that the boutique’s high-end offering can be both a blessing and a curse, depending on the day.
“Trade in the main is healthy, but in light of the predominance of European labels Justin Paul constantly faces the challenge of selling on a counter-seasonal basis. That’s not a unique situation, of course, but a day of solid rain in Launceston is a recipe for a very quiet day when spring/summer is hanging on the racks,” he says.
Fortunately, for Bircher, he says heavy rain is generally the exception rather than the rule in Launceston. The slowest months for business in the area tend to be December and January, as many of the regular customers leave town to go on holidays, while August through to April usually delivers the best sales. Given Launceston’s smallish population (approx. 106,153*), retailers in the city also often have to pay extra thought to the particular styles and volume of stock that they order.
“The Launceston population is relatively small, so buying a large number of stand-out key pieces just isn’t possible. These pieces may be very saleable, but we can’t be responsible for half a dozen Kenzo jackets of the same style to appear at a major function on the one night,” Bircher says.
The size of the city also means the clientèle is fairly regular – and loyal – according to Kellie Richardson, business manager of Capri boutique, which stocks labels such as Simone Perele, Jets Swimwear, Seafolly, and Calvin Klein.
“New faces tend to come through the door when we are promoting a new line, and swimwear season always seems to bring new customers to us, but we have a very stable clientèle of all ages,” she says.
“However, everyday is a challenge. People are always wanting different things and fashion is always changing.”
But thankfully, for Launceston retailers, outrageous rental rates aren’t one of these challenges, says Bircher.
“Launceston rents are obviously cheaper than like-for-like locations in major cities like Sydney and Melbourne, but that’s as it should be given relative population densities, competition for space and the difference in passing pedestrian numbers,” he says.