One of the interesting, not so much told, stories of this international "invasion" is how the online beach heads for many of these brands are helping them determine shop location. Bricks and Mortar decisions are being made off the back of analysis of where initial online purchasing is coming from prior to stores opening up. This is a luxury newly arrived retailers have that incumbents can not react to as quickly. especially if they have under invested in their online presence.
International retailers like H&M, Zara, Topshop have only started their invasion Australian consumers have embraced international brands such as H&M, putting the heat on local retailers. Photo: Bloomberg If you thought the entry of international retailers like H&M and Zara looks like a shopping mall invasion, the fact is their colonisation is just getting started.With only one third of their planned stores now opened, international retailers are yet to fire the full force of their onslaught on local established competitors.In the same way online retailers exacted enormous pressure on bricks and mortar brands five or more years ago, the next step-up of the international companies' foray into Australia will complete the pincer squeezing retailers as they fight for the discretionary consumer dollar.