The power of fashion tourism has been highlighted in a workshop featuring Sass & Bide founder Sarah-Jane Clarke.
The event, 'Postcards from Successful Retailers', was hosted by AMP Capital Shopping Centres and the Australian Fashion Chamber.
Clarke said understanding new sales opportunities is important for fashion operators.
"Having co-founded and built a fashion brand, I know how important it is to have a successful retail strategy."
Key findings which emerged from the workshop included:
· The visitor economy in Australia is more than just tourists – in 2014 there was a 7 per cent increase in overnight trips and a 6 per cent increase in overnight spend.
· Shopping is a driver for travel – 27 per cent of Australians travel interstate to shop, and 26 per cent travel within their own state to shop.
· Australian retailers need to focus on the importance of fashion and tourism – as an example, 51 per cent of New Zealanders travelling to Australia say their prime motivator is shopping.
· There is value in recognising that consumers’ buying behaviours change when shopping on holiday – one in two Australians and New Zealanders travel to visit friends and relatives at least once a year—and they visit shopping centres during their trip.
· Fashion is the new souvenir and authenticity of the product is vital – Australians are no longer looking for teaspoons or tea towels. Holidays are a time to splurge and fashion is one of the winners.
· It’s important to learning how to increase the relevance of the retail offer to the visitor economy – the most important factors are accessibility, the chance to splurge, authentic and unique offers, and an inspiring shopping environment that matches the location.