Rodeo Saddle Shop, EA Lemmon, Lilly Jane and Head to Toe - when it comes to buying clothing, residents of the outback township of Cloncurry in North West Queensland have exactly four places to choose from.
Known as "the friendly heart of the great north west", Cloncurry was founded in 1867 by the English miner Ernest Henry. The town was built upon copper mines in the surrounding district, which quickly led to it being one of the most prosperous settlements in the outback.
Today, even though the golden days are over, the town's industries include grazing, copper and gold mining. With this background and two distinct seasons - the wet and the dry - with continuously high temperatures, locals are shopping for functional clothes rather than fancy fashion pieces. Therefore, EA Lemmon and the Rodeo Saddle Shop carry workwear labels such as Roper, Blue Dog and Cruel Girl.
"We have got high unemployment around here. For most of my customers, the brand or a certain style is hardly an issue. It is all about the price," says Head to Toe store owner Kristin Robertson. She stocks womenswear, childrenswear and some maternity pieces from labels such as Flaunt, Striking and Passionate. "I try to offer something for everybody. My ladieswear sizes range from six to 24," she explains.
Rich Red is the occasionalwear brand in her assortment. "After all there are a few races around town. But I can't be overly pricy even for that," says Robertson. Competitor Lilly Jane has brands like Sash, Arrow and Yarra Trail on offer, which according to a spokesperson retail for $80 to $200. "We don't have any particular piece that sells especially well. Our customers buy what they need, they don't follow fashion trends," says the boutique's representative.
The area's major regional centre, Mount Isa, is 120km west of "the Curry" and many Cloncurry residents go there to shop. But Cloncurry store owners don't necessarily see that as a disadvantage. "I find that my customers are very loyal. After having a look around Mount Isa they come back and tell me everything there is a bit overpriced," says Kristin Robertson, proud of having found the right recipe to conduct a successful business in the outback.
LOWDOWN
Location: 766km west of Townsville
Population: 2384 (census 2006)
Brands: Roper, Blue Dog, Cruel Girl, Sash, Yarra Trail, Arrow, Flaunt, Striking, Passionate, Rich Red