SEP 2025 UPDATE: The SKALE of Luxury

September ushers in both the optimism of spring and a long-awaited lift in retail indicators. The latest Deloitte Access Economics Retail report brought the most positive outlook to retailers in years as consumer spending grew by +0.9% in the June 2025 quarter. The strongest rise since 2022, led by non-food categories.

Yet the outlook remains cautious. Consumer sentiment has eased back this month, following last month’s artificial and temporary surge from rate-cut announcements.

All eyes now turn to the peak trading period from November through January. Performance in these months will be critical in shaping expectations for 2026. Early signs are encouraging, but momentum will ultimately hinge on how effectively businesses respond to shifting customer needs.

Australia's Luxury Market Pulse

• Consumer sentiment drops in September to 95.4 (-3.1% vs. August) which is expected and still remains above the 2025 average. [Westpac-Melbourne Institute index]

  Overall this is a very positive indicator of Australian's confidence in their local economy. Other nations don't share such an optimistic trend, with the US at 55 on average, France at 87 and Japan below 40 for reference.

• Luxury Retail: after David Jones' large loss report and noise last month, now Myer’s FY25 results and market reaction hit headlines as the retailer’s profits crash 30 points. [News.com.au]

• Luxury brands have made a clear shift this year towards more intimate and personalised activations to build genuine lasting connections with clients and prospects. Smaller scale and more often. Single statement and high-costs events are becoming less frequent and reconsidered from a business stand-point. A few examples below.

  
  

What's New in Australia?

• Dior Beauty staged a two-day immersive Miss Dior Café pop-up in Sydney. 45-minutes table reservations with Dior-crafted beverages & pâtisseries.

  
  

• After France, Japan, Spain and the USA, Le Picnic by Veuve Cliquot arrived in Australia, taking over Langford Island in the Whitsundays.

  
  

• Cartier held press previews for “Love Unlimited”, the new additions to the iconic Love collection, collaborating with artist Pepi Erdbories.

  
  

• Australian friends of Jimmy Choo’s all gathered at the Melbourne flagship for a day of private shopping and selection of ultimate shoe favourites.

  
  

• Tod’s marked Father’s Day with a family-focused campaign, capturing fathers and their loved ones in loafers through the lens of Hugh Stewart.

  
  

• Chopard celebrated the Mid-Autumn Festival with a very special masterclass of French couture embroidery, led by Charlotte Appleby.

What has SKALE been up to?

• This month marked the end of the first season of Skale Up podcast. The celebration episode was all about surprise questions and discovery. We will return for a second season after a short break. Listen now

  
  

• As part of a large research project, we are running a luxury consumer survey. We would love your (anonymous) insights! Take the survey

  
  

Coming up!

• Melbourne Fashion Week is coming back in October with bold new runway locations, an increased focus on local designers, artisans, creatives, and more citywide experiences.

  
  

• Chatswood Chase luxury retail revamp opening in phases from October 2025 with major players Louis Vuitton, Dior, Bvlgari, Celine, Tiffany & Co...

Until next time!

Warmly,

The SKALE Australia team