Australian Fashion Retail Industry Analysis 2019

Business report
Australian Fashion Retail Industry Analysis 2019: An
initial briefing for the establishment of a new fashion
brand in Melbourne, Australia.

Executive summary
The report has developed a business plan for Purple Blossom which is a new, last
spring, start-up fashion retail business of upscale evening wear dresses targeted at females
between the age of 18 and 40. Purple Blossom will be the Australian brand and will try to
become one of the best fashion retail business brands in Melbourne. The highly competitive
Australian domestic market of the fashion industry generates annual revenues of approx.
$28.5 billion. The e-commerce market of the retail fashion industry is valued at approx. $3.1
billion as online buying and selling is preferred by people in the current form of the market.
As per the study, the high cost of manufacturing is increasing the overall prices of cloths
which creating pressure on the organization to maintain low prices that could influence the
buying decision of customers. The analysis has suggested that, the digital business tools are
helping the fashion industry to generate leads and explore new market segments without
investing funds for marketing and establishing physical stores. Now, the Purple Blossom
strategy is to successfully establish and market a quality range collection to customers
include the development of business in local markets regions and the entity should focus on
developing chain stores. However, it will difficult for Purple Blossom to establish a positive
brand image in quick time to manage the growth and popularity in the market at initial stage.
Therefore, it is recommended to Purple Blossom to implement the online business
operations like sales through the website and mobile application which will be useful for the
company to explore wider areas and generate the leads for potential customers.

Table of Contents
Introduction...............................................................................................................................1
Task 1: Size and growth of the fashion industry.................................................................1
Task 2: Analysis of macro environmental factors...............................................................3
Threats:.................................................................................................................................3
Opportunities........................................................................................................................5
Task 3: Identification of the impact of meso environmental factors................................5
Opportunities........................................................................................................................6
Threats..................................................................................................................................6
Task 4: Drivers of changes....................................................................................................7
Conclusion................................................................................................................................9
References.............................................................................................................................10
Appendix.................................................................................................................................12
Roc.......................................................................................................................................12

List of figures
Figure 1: Market size and growth..........................................................................................2