MKTG 1250 F&T Merchandising Management

Assessment 1 Semsemter 1 ,2017

Fashion Retail Survival and growth strategies in 2016

Submitted by Valerie Laus3513285

Word count : 2400

Exclusive summary

This report provides an analysis and evaluation of the Australian fashion industry , list factors

impact on industry and the brand strategy. Report tell research data of the industry, sales

figures, brand strategy, customer shopping habits and how they react with the brand in the

market. Results of brand strategy analysed show that how success the international brand

strategy and supported supply chain from the global. Also how the local brand has to aware

of the market change and adjust their company adapt to market.

The report finds the Australian fashion industry is changing to environmentalism and self-

authenticity. Brand has to be more aware of modern consumers view. Fashion brand has a

trend to be more ethical and innovative in their business model.

Table of content

1 Introduction Page 3

2 Macro of Australian fashion industry Page 3

2.1 Size of Australian market Page 3

2.2 Main players in Australian fashion industry Page 3

2.3 Australian market characteristics Page 3-4

3 Five Factors currently impact the industry Page 4-5

3.1 Customer purchase habits Page 5

3.2 Online Platform Page 5

3.3 Exchange rate index Page 5

3.4 Global competitor entrance market Page 5

3.5 Unsteady economics Page 5

4 Global brand examples Page 6-8

4.1 Top shop Page 6-7

4.2 Uniqlo Page 8

5 Local brand examples Page 9

5.1 City Chic Page 9

5.2 Blue illusion Page 9-10

6 Conclusion :Three major factors impact the industry in the future Page 10-12

6.1 Customer expectation on technology and innovation Page 10

6.2 Unique business model Page 11

6.3 Customer shopping habit Page 11-12

7 Reference Page 13-14

8 Appendices Page 14

1 Introduction

With the growth of globalization, threat and opportunities are come with the global trade for

Australian fashion industry. The aim of this report is to research and analyse local fashion

industry, state international and local brand examples how to adapt in local market.