It’s a battle where we’re all winners. International retailers from Matches Fashion to Neiman Marcus have launched big campaigns to nab your Aussie Christmas dollars.
How can we tell? Because they’re all sending their head executives to our shores, and giving us special deals. We’re ok with this scenario.
Neiman Marcus flew out their chief Ken Downing to Australia for a series of attention-grabbing interviews, while Matches Fashion continued their love affair with Australian fashion by announcing a series of shopper-luring gimmicks, including a pop-up store in Paddington, $200 vouchers and full refunds on duty and tax for returns by Australian customers.
Shopbop’s joined the party, too – if you refer a friend to them before Christmas and the friend buys anything, you get a $25 gift certificate. Plus it’s claiming it has the fastest international delivery on the block, perfect for last-minute stocking stuffers.
And ASOS is offering a chance to win a staggering $1000 worth of new clothing for anybody who makes a purchase on their Australian site this week. For the more practical people, it’s also introduced a new parcel pick-up system, where ASOS will leave your package at your nearest Post Office locker.
2014 has been the year where international brands really notice Australian shoppers’ savvy and style. Even Net-A-Porter, queen of the online luxury retailers, held a massive runway show on Hamilton Island in August to celebrate its Aussie customers.
The reason behind all this ferocious competition? Matches revealed that, behind America and the UK, Australia is their third-biggest luxury market. Net-A-Porter is more international, so it focusses its attention on Beijing and Moscow too – but Australian customers are making a big mark on the world of online shopping, particularly at the higher end.
Australian women are mad for Balenciaga, Saint Laurent, Chloe and Isabel Marant, all of whom have a casual stylish quality that’s less strict and tailored than European favourites. Men love Valentino, in case you were wondering what to buy your most stylish dude for Christmas.
It’s also – if we’re being a teensy bit cynical – a chance for the retailers to sell some of the spring-summer stock they didn’t shift during the hotter months in the Northern Hemisphere. But Australian online shoppers are savvy and know if they’re being offered something out-of-date, particularly these days, when the collections are in stores rapidly after they’re shown on runways. Hence all the tempting, delicious deals.
Whatever your budget, though, it’s clear that this Christmas is going to be a bonanza if you want to buy your gifts outside Australia. And we’re loving this new trend for free shipping…