👉 Background: Accent Group is the retailer that owns a whole heap of physical and digital retailers across Australia. We’d be talking 800 stores from big players like Styerunner, Glue, Platypus, Athlete’s Foot and many more.

👉 What happened: It seems like the economic uncertainty hasn't affected Accent Group at all - it reported earnings up more than 200%. And their number of contactable customers grew to 9.6 million people.

👉 What else: Interestingly, Accent Group reckons it’s a combination of their improved digital footprint.. But also the demographic of their customer which has allowed them to soar while other retailers struggle.

What's the key learning?

💡 Not all downturns affect all business and industries equally. In this current economic downturn, the raised interest rates are the key cause of financial pain.

💡 This causes enormous stress on the 6 million mortgages across Australia - but there are millions of adults in Australia - without mortgages. And that just so happens to be Accent Group’s target demographic.

💡Accent Group's demographic is largely young consumers - many are still living with their parents,  without mortgages or children. And these customers seem to not be as affected by the impact of higher interest rates and cost of living pressures.

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