(East Gardens, General Pants, Katies, Jeans West, Just Jeans). A visit to the mall this afternoon left me wondering whether mainstream fashion retailers really understand where their customers' heads are at. Have a look at this selection of windows from well-known brands on the Australian retail scene, targeting a wide spectrum of the so-called mainstream mid-market for apparel.
What struck me is that none of them has a compelling message or offer. We are in the middle of the worst recession anyone can remember, and customers have been used to seeing '50% to 70% off' sales every week. This is not to suggest that is what retailers should be doing at this point. All credit to retailers who feel they can move away from this 'consumer drug' - the road to ruin for many a mall retailer.
My question is this - is there no news ? eg. new season or product lines ? Are there no value offers (to be fair Jeans West had advertised $65 jeans, but very 'quietly') that can catch the imagination of shoppers ? Where is the call to action ? I understand we are in a trans-seasonal (or transitional) period) - but it does seem there is a single lack of imagination amongst retail marketes in this sector. Let me know your thoughts.
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