What's Selling In: Lambton, NSW
Marianne Fashions has seen much change since it was first founded some 45 years ago. Besides the obvious rise and fall of competing boutiques in Lambton, the womenswear store has also seen a radical shift in consumer behaviour.
"We've moved away from catering to the younger girls - they're all shopping at Kmart and Target these days," says manager Bailey Raymond. "Last week Kmart took 20 per cent off its summer clothing range. You just can't compete on price when it comes to young shoppers."
Over the past 10 years, the owners of Marianne Fashions have slowly moved away from the once lucrative teen dollar and started targeting women aged 30 and over. A range of local and international brands - including Sydney label Serali and Finnike from Thailand - at modest price points of between $20 to $190 have helped the company avoid excessive sales tactics. Although even this constant has seen change in recent years.
"One of our main suppliers in [Sydney district] Surry Hills - who we've been dealing with for 15, 16 years - has been going directly to China to source clothing for as long as he can remember," Raymond recalls. "But ever since Christmas, he's noticed the Chinese manufacturers have put up the cost of goods - now him and a few other suppliers are getting more and more clothing from Vietnam."
Raymond says he's not concerned about changing markets at this stage, as long as his niche supply of goods continues to stream in. "Most of the independent stores around here cater to younger people aged 15 to 30 so we've found ourselves in a good position," Raymond says. "We don't believe we have any competitors."
Competition seems to be a running theme in this regional community. Three months ago, nearby retailer Pollyanna & Me relocated to New Lambton to lend itself a competitive edge. Owner and founder Anne Scarr, who founded the business in 2003, says the move has opened her business up to new markets.
"We did target women 30 years and upwards but have noticed that people [aged] in their 20s do come into the store," she says. The retailer stocks a broad range of value womenswear labels such as Sunny Girl, Pebble, Jendi, Itsu and Karmarama. A select range of eveningwear, bags, hats and footwear is also on offer. "Our prices are between $20 to $130 - it's important to offer customers value for money here."
Lowdown
Location:11km from Newcastle
Population: 7,700 people
Stores:Marianne Fashions, Pollyanna & Me
Brands:Jendi, Itsu, Karmarama, Pebble, Sunny Girl, Serali and Finnike
By Assia Benmedjdoub