What's Selling In: Horsham, VIC
Located 299km north-west of Melbourne, the town of Horsham is often described as the commercial and recreational heart of the Grampians agricultural region. It's central location - it's surrounded by a major state and national park and the popular Northern Grampians district - means retailers often earn a good tourist dollar.
Time to Splurge sales assistant Bryony says there is an even distribution of chain stores and independent boutiques in the area. Along with the Horsham Shopping Centre and Horsham Plaza sites, the area boasts a selection of niche boutiques strips which are surrounded by cafés and restaurants.
"You have your Just Jeans, Jeans West and Kmart but we don't get too much competition from them because we stock completely different brands," Bryony says. No other store in Horsham has the labels that we do so it makes us unique."
Targeted at the young to middle age demographic, Time To Splurge carries a range of commercial womenswear labels such as Wish, Cooper Street and Grab along with a small selection of shoes and eveningwear. Value bags, wallets, scarves and belts are also on offer, Bryony says. "It's a pretty big store and our prices vary quite a bit. You can pick up a little top for $20 or pick up a Cooper Street blouse for $160."
Alternative clothing boutique Gypsy Willow, located on Robert Street, is pitched a different segment of the community. While storeowner Michelle Warren admits the store attracts a broad demographic of consumers, from young teens to middle aged women, she says it was intended for the bohemian minded.
"We have a lot of earthy colours and patterns in the shop but then we also have clothes from Fanny Lam which are a little more commercial," she explains. "We also have a huge selection of jewellery and giftwares so we get lots of different people coming into the store - including men who come here for incense and necklaces or rings."
Most apparel items are priced under $100 with an emphasis on one-off, unusual pieces. Warren, who has owned and operated the store for over 10 years, says she doesn't believe large national chains such as Kmart pose a threat to local retailers.
"A couple of years ago, Kmart did start selling a bohemian top that was very similar to something I had in the store but other than that, I've never really noticed any competition. I just keep to what I've got and I'd like to keep doing that - it works for me."
By Assia Benmedjdoub
Location: 299km north-west of Melbourne
Population: Approximately 13,000
Stores: Time To Splurge, Gypsy Willow
Brands: Fanny Lam, Cooper Street, Wish