With the arrival of H&M and Zara, and Uniqlo just about here, Brisbane's offers a 'full service' fashion shopping experience - it's just a matter of knowing which precinct suits you best, says retail expert Dr Gary Mortimer from QUT's School of Advertising, Marketing and Public Relations.
Who shops where?
James St, Valley - 25-45, professional, educated, upper-middle class, social, and independent. You'll find the James Street shopper at Eleven Rooftop bar after shopping hard all day.
Boundary St, West End - 18-35, university students, socially and ethically aware, urban, edgy, cool, hipsters. The West End shopper cools their heels with a craft beer at the Red Bay Silver Bullet bar.
Edward St, Brisbane - 45+, professional, executives, high income, demanders of quality, seekers of luxury, expect the very best service. Mr & Ms Edward Street's tipple is a single malt at Tattersall's.
Albert & Queen streets, Brisbane - 12-21, young, high school, casual employment, pocket money and chasing discounted designs, not particularly brands. Think thick shakes at Hungry Jacks.
"From the bespoke, exclusive glamour of James St and the uber-cool, edgy Boundary Street of West End to the luxury, global fashion houses populating Edward St and the fast disposable fashion brands now setting up shop in the Mall and Albert St - Brisbane now has it all," Dr Mortimer said.
"Each precinct offers a distinct shopping experience and targets specific customers.
"Establishing specific shopping precincts is important for fashion retailers. Rather than searching for their customers, precincts draw the right mix of shoppers in.
"Finding a location and opening your store in a well-segmented precinct guarantees your target shopper will walk past your door regularly."
He said international fast-fashion offerings of the likes of H&M and Zara had now plugged the fast fashion gap in Brisbane.
"We now have a complete retail fashion offer in Brisbane," he said.
"Fast fashion works because it responds to younger shoppers who can't afford to shop in Edward St or James St, but still want cutting edge, new styles, not offered in West End.
"Brands like H&M, Zara, Topshop and Uniqlo also socialise and educate younger fashion shoppers, many still in their teens, to become savvy shoppers later in life.
"They train them to understand fit, cut, drape, seasonal colours and style.
"Over in the James St precinct, the best independent fashion labels like Jules & Roc, Easton Pearson and Molten Store are showcased.
"Mixed with great cafes, gourmet food and close to some of Brisbane's best roof top bars, the area really caters to a young, professional and social crowd.
"Across the river, West End offers a very different shopping experience. Although being revitalized with new residential developments, West End still appears true to itself - a distinct move away from mainstream fashion and big brands.
"West End really targets a younger consumer, educated, urban and socially aware with its eclectic mix of recycled fashion, edgy bars and market spaces."
Edward St had become home to brands like Apple and Oroton's flagship stores, Dr Mortimer said.
"Flagships are vitally important in the retail mix as they allow brands to really showcase their ranges.
"Edward St has become Brisbane's upmarket shopping precinct with leading international fashion and accessories brands like Chanel, Gucci, Tiffany & Co, Ralph Lauren and Hermes.
"This precinct targets not only Brisbane's wealthiest shoppers, but also international visitors and tourists."
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