Echuca, Victoria
Known more for its legendary fleet of pedal steamers than its retail fashion offering, the tourist hub of Echuca is a solid 205km drive from the city of Melbourne.
Many visitors are quick to pounce on the nearby Murray River for a ride on the infamous steamers, but there's also a good dose of independent boutiques and chains to keep avid shoppers busy.
Prato boutique buyer Jude Tredgett says the influx of major chains such as Sportsgirl and Katie's has not caused panic among smaller players.
"We get people coming in from Melbourne to do their shopping at our store," she explains. "Our clothing is a lot different from what the chains offer - we have everything from Morrison and Metalicus to Nicola Waite and Verge."
The boutique, which largely targets women aged between 16 and 70 years, also has a menswear section and accessories such as bags, jewellery and scarves. Tredgett says she often sources designer labels after seeing them in popular magazines.
Echuca Emporium, a local boutique targeted at women aged 30-plus, also offers a point of difference from larger chains with labels such as Black Apple, Yarra Trail and Lovers. Owner Lucy Maria Boyd says although drought and interest rate rises have had an impact on independent stores, her emphasis on service ensures a loyal stream of customers.
"That's something the bigger chains can't offer," she says. "We remember names, catch up on a little bit of gossip and talk about the news together. I try and make things as one-on-one as possible."
Resisting the temptation to discount stock when times get tough, Maria Boyd says she only holds sales at the end of each season. Competitive prices are also a must for smaller communities with most garments ranging between $20 to $250 in price.
"My big sales are post Christmas and in mid-January - I'd like to keep it that way," she says. "At the end of the day, when you bring in better labels and add a personal touch, you keep the business going. I love clothes, I love being my own boss and I love working in a small town."
Location: 205km north of Melbourne
Population: 12 400
Stores: Echuca Emporium, Prato
Brands: Rodeo Show, Morrison, Metalicus, Verge, Very Very, Cooper St, Yarra Trail, Black Apple, Lovers.