What's Selling In: Toowoomba, QLD

Putting a positive spin on chronic drought is no mean task for a town whose status hangs on being known as Queensland's 'garden city'. Yet somehow Toowoomba has pulled it off.

Robyn Foley, owner of ladieswear boutique The Wardrobe, describes the drought and its economic effects as "horrendous". However, business is reasonably solid for her store, which stocks a broad range of labels including Citi, Dusk, Lili, Party, Katherine, Mint and McJay. The Wardrobe's one concession to tougher trading conditions will be to start discounting earlier than usual (the first week of June) to beat the majors to sales season, Foley says.

Marjory Hall, owner of ladieswear boutique Bramptons, says her store's reliable service and loyal following have enabled it to defy economic gloom.

"We're doing very well actually, 30 per cent up in April on the previous corresponding month," Hall says, adding that sales are also boosted by Toowoomba's annual September flower festival.

"We get visitors from all over the globe; we've had them from San Francisco and Los Angeles and from Europe, Germany in particular."

Stocking labels including Black Pepper, Equinox, Yarra Trail, Jillian, Monti and Laura K, Bramptons prices range from $39 to $450, a spectrum almost as broad as the age range of it clientele.

"One lady who came in was 102-years-old. She had jet black dyed hair and said she wanted a suit to go dancing in. I thought 'good on you girl'."

Despite Queensland's heat-addled image, cold winters (temperatures regularly dive to low single digits) mean Toowoomba's trade is even throughout the year, she says.

"This winter we're running a 'Feel Warm and Fuzzy' promotion, whereby customers who bring in an old jumper for donation to charity will get 20 per cent off the price of a new one."

Local stalwart Roberts Menswear claims Queensland's mining boom, coupled with the strength of Toowoomba's educational and medical sector, has resulted in a male customer with dollars to spare. Roberts stocks brands including Ben Sherman, Van Heusen and Ganton, but will flout economic caution by raising the stakes even further next season.
"We're just about to launch Hugo Boss suiting," confirms David Wright, who heads up Roberts' suiting department. "You've got to step up a bit to make things happen."

Lowdown
Population: Around 97,500
Location: 132km west of Brisbane
Stores: Belle Studio, Bramptons, Boutique Diva, Cassells Fashions, City To Outback Clothing Co, The Wardrobe, Roberts Menswear
Brands: Black Pepper, Equinox, Yarra Trail, Jillian, Monti and Laura K, Citi, Dusk, Lili, Party, Katherine, Mint and McJay, Ben Sherman, Van Heusen, Ganton, Hugo Boss.

By Belinda Smart