It used to be easy for
fashion retailers. There were basically two fashion seasons in a year (summer
and winter) and Australia was about a season behind the trends in other parts
of the world. Then along came technology and a new customer attitude that
changed the game.
It is no longer appropriate
for retailers to simply buy or copy European designs six months after they have
been released overseas. Consumers can now buy online at the time fashions are
introduced no matter where in the world that might be. Australian consumers are
unlikely to buy long winter coats in the heat of our summer but they have a lot
more flexibility in the crossover periods. In addition clothing has become more
universal with many items being made in styles and materials that can be worn
all year round.