Fremantle, WA
Like many other port cities, Fremantle has a merchant tradition. At weekends, locals and tourists alike flock to town and browse the diverse offering of small boutiques and popular markets such as the E Shed Markets, the Fremantle Markets and the Fremantle Village Art Markets.
A local saying goes: "If you can't find it in Freo, it can't be found." With the introduction of Friday night shopping in September 2007, the City of Fremantle claims to have hit pay dirt. According to a spokesperson, 93 per cent of locals were in favour of the shift from Thursday to Friday nights, and the move has created positive synergies, benefiting boutique and restaurant owners alike as increasing numbers of people have taken to enjoying a relaxed shopping tour before hitting the eateries and nightclubs of town.
It has also encouraged people from Perth to start their weekend in Fremantle. Perthians have always been known to come to Freo and hunt for individual styles that cannot be found in the chain stores of their own high streets.
Amanda Nogueira, shop assistant at Fremantle boutique Love in Tokyo, says: "We have got lots of customers from Perth. Even though we have another store in Perth, people like to come to Fremantle because they enjoy the eclectic and unique offering as well as the creative atmosphere we have got here."
Love in Tokyo stocks mostly Australian brands such as High Tea with Mrs Woo, Vixen, Jiva, Helix and MMSohn as well as its own self-titled label.
The store's bestsellers include kaftans preferably with floral prints retailing for $79 to $129.
At Lick Clothing, another Fremantle boutique, shop assistant Chris Welsh rates short shorts among the current bestsellers. "We sell them for around $79 from brands such as Lee and Wrangler. Girls of all ages just love them." These bestsellers seem to reflect the laid-back atmosphere of town, which despite its vibrant commercial life and yearly influx of tourists has retained much of its old charm.
LOWDOWN
Location: 20 km south-west of Perth
Population: 24,835 (census 2006)
Brands: Lee, Wrangler, High Tea with Mrs Woo, Vixen, Jiva, Helix, Yoshi Jones, MMSohn, Love in Tokyo