Global fashion brands wanting to enter the Australian market are increasingly choosing exclusive deals with retail partners over opening their own stores and “.com.au” channels.
Global fashion brands wanting to enter the Australian market are increasingly choosing exclusive deals with retail partners over opening their own stores and “.com.au” channels, which was the dominant method during the 2010s influx that brought in the likes of Zara, UNIQLO and Sephora.
A selection of styles by &Other Stories is already available on e-tailer ASOS, but this is the first time the brand will be sold through an Australian retailer, which will radically reduce shipping time. The Iconic will carry about 250 pieces, curated to the Australian market, in the launch phase. Prices range from $50 to $350.
As fashion retail moves towards a “phygital” model – a hybrid of physical and digital, where practically anyone with high-speed internet can become a player – exclusivity is becoming a more valuable commodity, especially for legacy operators. It’s how Mecca founder Jo Horgan built her cosmetics empire , and what underpins David Jones’ tag line: “Available at no other department store”.
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