RETAILERS in Port Fairy are banding together to ensure the town remains a drawcard for shoppers.
About 18 months ago a group of 10 shop owners got together and decided to collectively market and promote the town.
The group Port Fairy Fashion has developed a website and is targeting female shoppers from around the south-west.
Business consultant Ross Morey said a group of Port Fairy shop owners decided they could do more by working together to promote the area.
“A lot more can be achieved by working together than individually,” he said.
“If a business puts $1000 towards advertising it doesn’t go very far. If they pool together $1000 for advertising then that’s about $10,000 towards a marketing budget and you can gain real traction.”
Mr Morey said the advertising had focused on Warrnambool but more would be done to attract people from about a two-and-a-half hour circumference around Port Fairy.
He said the marketing was encouraging group shopping to Port Fairy and also tapping into the town’s café culture.
“There is no doubt that when women shop together they spend more,” he said.
“This also fits Port Fairy’s profile of café culture.
“The key is to make sure the message gets out that Port Fairy is open seven days a week, a lot of towns aren’t.”
Mr Morey said while the demographic in Port Fairy continued to change it was important that the town retained its own identity.
He said he wasn’t aware of any other towns in regional Victoria which had taken up the same initiative and based on the success of the collaborative effort the group was invited to attend the Melbourne Spring Fashion Week domestic retail program last week.