Australian Retail Market Essay

921 Words2 Pages

x the Australian retail market has changed dramatically over the past decades (insert evidence) with a shift from in store purchases to a digital platform. With more consumers now choosing to purchase online, retail brands have had to move with the times. The general retail market had a stronghold in … to a decline in … due to pressures and consequences internationally from the GFC. However The luxury market in Australia saw growth of 24% in 2008 and 22% in 2009 during the GFC. This proved that it was not only a developing market for luxury brands, but also showed longevity and resilience. 15 years ago, luxury brands such as Burberry, Chanel, Dior were only obtained by purchasing overseas, (expand about income and quicker trends, search for price and style) however now …show more content…

Whereas previously the Australian market would stock items in conjunction with the corresponding season, it has now had to import items to sell parallel to that of its Northern Hemisphere counterparts. Having access online to view the current season's trends fresh of the European catwalks, waiting 6 months to buy the same outfits seemed ridiculous. Consumers of luxury brands like Burberry have the affluence to be able to afford elevated shipping charges and taxes and buying from foreign markets in lieu of waiting for the Australian market to follow its seasonal pattern. Burberry was one of the first luxury brands to join Facebook and now boasts 16 million+ page likes. Burberry knew that this type of platform was derived from friendship, so they gave it a personal connection, deciding to run all facebook collateral through the hands and mind of Christopher Bailey, head designer. It gave consumers an insight into his world, snippets of functionings, exclusive material and furthermore creating a friendship and partnership with consumers.

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