This week, the opening of Zara left us with an abundance of material. Here on Things Bogans Like, we looked at the socialogical drivers behind the seemingly inexplicable success of a homogeneous fashion retailer. Today, over at the Macrobusiness Superblog, we take a peek at the marketing theory the evil geniuses over at Zara are employing….
The Australian retail climate isn’t particularly strong at the moment, because bogans are Doing It Tough. Confronted with historically low interest rates, a strong dollar, a resilient economy and low unemployment, the bogan knows that it has to cut back on some things in order to get by. Its newfound love of online retail and Australian retailers’ inability to, you know, build a functional online retail site, has left us something of a retail wasteland. Until you realise that compared to pretty much every other developed economy, we are, in fact, a retail oasis.
International fashion retailers have long avoided Australian shores like the plague. The market is small, the logistics confronting, the seasons reversed, and the local providers far too adept at convincing the bogan of what it needs to buy next. However, this has overlooked a key aspect of the bogan retail landscape; one that, it appears, we are soon to see exploited on a grand scale.
Ordinarily, the bogan will vocally advocate the purchasing of Australian products (Thai manufacturing notwithstanding), as a means of stroking its throbbing nationalism gland and providing Australians with jobs. But the modern bogan has travelled a bit. It managed a two-week trek across seven European countries courtesy of that great international bogan bus, Contiki. And what it took away from its jaunt across such a cultured locale is class. The bogan, upon returning, now seeks Euro style. It needs Euro style. Cosmopolitan style. Like the cocktail. Yet because of the reticence and lack of awareness of foreign companies, this yearning has gone unfulfilled.
Zara, being the fashion behemoth they are, figured it out first.