No more late nights, say store owners

Australian fashion retailers have shot down a report which suggests they should extend trading hours to remain viable in a market dominated by young consumers.

A research paper released by a leading commercial property services firm last month alleged retailers should do more to appeal to Generation Y consumers, including the introduction of late night shopping throughout the week. The Jones Lang LaSalle paper, dubbed 'Y'topia - Capturing Retailers Paradise', said Generation Y was set to hold the largest share of the consumer market by 2015, meaning retailers should work harder to secure their dollar.

Co-author and Jones Lang LaSalle retail consultant Matthew Khoo said modern day culture was fast paced, instant and 24/7. "Generation Y have grown up with technology that provides constant content and availability, and they will demand it from their retailers as well," he said. "Given the fact that shoppers can now make purchases online 24 hours a day, shopping centres will need to extend their opening hours to remain viable."

Shopping Centre Council of Australia executive director Milton Cockburn said while the proposition was technically possible - with most states, excluding Western Australia, having deregulated trading hours - its success depended on the scale and nature of retailer.

"I think it's up to each individual retailer to decide whether it's an economically viable decision," he said. "If they feel a sufficient stream of customers will frequent their stores outside of core trading hours, then perhaps it's a good idea to keep their doors open."

Dirty Pretty Things proprietor Melissa Gallagher said while extended hours would suit busy trading periods such as Christmas and Valentine's Day, the idea was not viable during regular working days. Gallagher's Paddington boutique specialises in luxury lingerie brands including Chantal Thomass, Buttress & Snatch and Madame V.

"The staffing costs would not necessarily reflect the cost of sales each evening," she said. "Trading on a regular basis would also dilute the nature of the boutique shopping experience - why should you be able to pick up a divine little dress like you would milk and bread? I'm all for expanding your products to new markets but are we to become the 7/11 of fashion?"

Jewellery specialist Melissa Harris, who also operates a boutique in the fashionable Sydney district of Paddington, agreed that staffing and overtime would make it difficult to operate outside of core trading hours.

"I think that a good retailer is always looking for ways to better serve customers but I am not sure if the demand is really there," she said. "I extended our trading hours during the month of December to accommodate Christmas shopping and it was really not seized upon by our customers."

Review Australia marketing manager Lisa Infante believes bulk emailing and sms alerts are more cost effective options to spark interest in store launches, sales and promotions among Generation Y consumers.

"Both emails and sms are immediate and personal and directly feed into the 'here and now' requirements of Gen Y," she said. "We have used it and the results are amazing."

Infante said Friday late night trading could prove lucrative in some states of Australia.  "We feel it would be effective in states such as New South Wales as this is the major out and about time for Gen Y as they finish work for the week and step out on the town to begin their weekend. This is a generation of multi-taskers who appreciate having what they need at their disposal around the clock."

By Assia Benmedjdoub