What's Selling In Ulverstone, TAS
Trading in a town that's less than 15 minutes drive from a business centre can faze even the most seasoned of ragtraders. But fashion retailers in Ulverstone can see some real benefits.
Ruma Fashion & Accessories, which has been trading in the area for just under 12 months, is one business which seems unfazed by the competition streaming in from Devonport - a city that's just 20km west of its site in Reibey Street.
Sales assistant Cassandra says residents still want to be able to shop locally, without the crowds and large-scale shopping complexes associated with its busier counterpart.
"There's limited competition here too," she adds. "There are only a handful of boutiques." The retailer stocks a large range of High Street women's and childrenswear brands including Sass & Fate, Max & Tilly and Bright Bots. Six months ago, the store owner introduced a VIP program for regular customers, which includes a point-based rewards system for every dollar spent. This is one of many factors which ensure a steady stream of customers, Cassandra says.
The operators of Fan Everyday Clothing, which is also located on Reibey Street and caters for women aged 50-plus, believe competitively priced clothing is also important to succeed in Ulverstone.
"There are many stores that cater to the mature age market and yet can still manage to keep their prices down," says company representative Tuyet Vo. "We see ourselves on a similar level to [lifestyle brand] Breakaway but at our stores you can buy premium quality clothing for half the price."
Manufactured in Vietnam from locally produced fabrics, Fan Everyday Wear is priced from $19.95 for tops to $44.95 for jackets. Basics are the top seller in Ulverstone, along with the brand's signature range of handbags and accessories. Vo says although business in the area is good, the retail climate has changed in recent years.
"Back when we opened some three to four years ago, things were a lot busier," she says. "Economic conditions and interest rates have seen things slow down recently and some stores have closed down."
Vo believes Fan Everyday Wear continues to thrive because there are no local retailers which cater for its market.
"I think the same can be said for a lot of areas throughout Australia," she says. "From the outside, our stores have the same look and feel as something like Myer but once a customer steps inside and sees the price of our clothing, they're hooked."
Lowdown
Location: 20km west of Devonport
Population: 10 000
Stores:Fan Everyday Wear, Ruma Fashion & Accessories
Brands: Sass & Fate, Bright Bots, Max & Tilly, Fan Everyday Wear
By Assia Benmejdoub