Thursday 21 May 2015

Why Lolita brands should not have a shop in Australia

Even though many Australian Lolitas dream of a brand shop opening in Australia, I don't think it should happen right now for three reasons.

Increased prices
In general, things in Australia are more expensive for reasons that are collectively called the "Australia Tax" (one example is the high rate of rent shops pay here). This would increase the price of new brand items (which can already be expensive). While shipping costs would be reduced if items were shipped in bulk to the store and the items are delivered to the customer domestically, this would be negated by the increased price of the item compared to an identical one from Japan or even America.

There is no ideal location
The better places for a Lolita brand shop to open would be Sydney, Melbourne or Adelaide due to the increased population and size of the local Lolita communities as well as Brisbane or the Gold Coast in the Japanese companies' eyes. I said that they were better places but not ideal because the costs of rent in Sydney or Melbourne would be too expensive, Adelaide may also have higher rent prices and it may not have the appeal of the other cities to an Australian tourist. While Brisbane and the Gold Coast are popular tourist cities, they can be difficult to get to due to distance from the other cities mentioned as well as other places in Australia. Because of these reasons, there is no ideal location for a Lolita brand shop unless an even better location can be found.

Not enough customers
Even if New Zealand Lolitas are counted in the number of potential customers, there will probably not be enough people that would buy from the shop to make it financially viable. The potentially higher prices may further reduce the number of customers. This is due to the low population of Australia. While Innocent World opened a shop in Austria, which has a lower population than Australia, the customer base was higher due to its neighbouring countries and the short land distance between said countries. This is different for Australia and New Zealand as they are separated by sea and have a larger distance, which requires air travel to go between the two countries.

Because of the mentioned reasons, it is not a good idea for a Lolita shop to open in Australia unless the brands can think of a business model to use in Australia that would solve all of the problems mentioned in this post. For an Australian Lolita, this means that the only way to get brand in Australia is through second hand sales and to buy new brand, ordering it from Japan.

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