The quaint area lies within the Kimberley region and tends to be packed with thousands of tourists throughout the peak holiday season. As well as an interesting history based around the men and women who developed the pearling industry in the 1880s, coupled with the 1960s WA mining boom, the area is said to be one of the country’s fastest growing towns.
Within the heart of this quaint town, which is situated on the traditional land of the indigenous Australian Yawuru people, there lies two main shopping strips - Carnarvon Street in Chinatown and Dampier Terrace.
There is a sprinkling of boutiques, cafes and shops along both, so we caught up with some apparel retailers to see how business is faring in this cultural hotspot. In 2005 Leanne Thayer opened Shekki boutique in Carnarvon Street.
It specialises in accessories, beach and swimwear, and despite trade highs and lows business is now on the up, says Thayer.
“Business is steady at the moment and is good compared to last year when things seemed to drop because of the global recession,” Thayer says. “We have had some highs and some really good years, but it’s like with anything - the bubble had to burst sometime, and last year was not good.”
Thayer, who with her sister opened another swimwear boutique in Perth two years ago, after unearthing a demand for it in that area, said tourism has declined in Broome, which has affected retailers.
“With budget airlines offering cheaper and cheaper flights people are not visiting WA like they used to as they head off to places like Bali,” Thayer adds.
Thayer, who stocks brands such as Sunseeker, Baku, Seafolly and 2 Chillies and offers online shopping, says her brand appeals to girls aged 14 up to women in their 80s and sizes range from six to 24. She said it helps being in such a prime location as she also draws customers in from the neighbouring outdoor cinema, which is the oldest in the Southern Hemisphere.
“Tourism is good in the peak season from April to October and Christmas is good, but outside of these times Broome can be sleepy,” Thayer says.
From racewear and weddings to maxi dresses and headwear, owner of Betty’s Frock Shop in Carnarvon Street, Cori Fong, says an important aspect of sustaining business in the fickle economic climate is top-notch customer service.
“People will shop with you locally if you have a good relationship with them, and if we don’t have it on the racks here we will contact the wholesalers and find it,” Fong says.
“We, like other retailers, have suffered in the past. But our reputation is good - we have a strong local base, people fly in to see us and we have people who phone us for products too. I know about the global financial situation and I’m finding if I am going to part with my money then I want a good service too – which is what we offer.”
Fong says the retail industry needs to review what type of service it offers customers, as speaking from personal experience she feels it is not up to scratch.
“Is it that much to ask for a, 'hello, how are you?’ when you go into a store? I think Australia needs to have a look at what Australians are getting as a service.”
Fong caters for the more mature middle-aged woman and stocks brands such as Moshi Moshi, Metalicus, Mesop and Banana Blue. Her price points range from $69 - $500, and although she is not and does not plan to launch online as she would rather focus on in-store service, she does have a Facebook page. Fong, who says she will happily get the coffees on for her customers as they peruse her ‘eclectic’ range, said one of the nice things about retail in a small town is that many locals become regular and loyal customers.
Australian smart and casual footwear retailer, Bob’s Shoe Store, has been based in Carnarvon Street for about 15 years. Stocked brands include Sanuk, Noat, Nu By Neo, Reef and Keen and customers can also buy hats, bags, purses and race headwear. General manager of the store, Natalie Botica, says although many sectors in the apparel industry have experienced poor sales, fortunately trade has been steady for them over the years.
“We really can’t complain, considering some people have really suffered in retail. Our staff are great and it’s important to get the stock levels right by getting in the right sizes and styles. Retail can be tough, but for us trade has been consistent and we have a broad range of product.”
Botica says as much as Broome’s tourist industry plays a key part in the sales, the focus on maintaining a local base is just as vital. There is no late night shopping in Broome as there is no demand for it says Botica, but most stores are open seven days a week.
“Being a tourist town, we often get people who may have forgotten the right shoes or may need beach footwear. So it certainly helps being in such a central position as this.”