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Methodology

Research scope, inclusion criteria, data sources, and how brand records are structured in the Modus Brand Index.

1. Research scope & timeline

Data collection for the Modus Brand Index was conducted between May 2025 and February 2026, providing a comprehensive snapshot of Australia's commercial womenswear landscape during this period. Instagram follower counts were captured at point of data collection; a timestamp is provided in the dataset.

2. Research objective

To map and decode the Australian commercial womenswear market through a multi-dimensional lens, capturing structural, creative, and commercial attributes of brands operating within this category.

3. Inclusion criteria

3.1 Product range

Brands must offer a dress range as part of their womenswear catalogue. The presence of dresses serves as the baseline indicator for participation in the commercial womenswear market.

3.2 Business verification

Brands must demonstrate:

  • A listed brand owner or registered company address within Australia
  • Active and consistent social media presence
  • Verifiable retail or e-commerce operations

Brands with no identifiable ownership, inconsistent online activity, or characteristics suggesting "ghost brand" operations were excluded.

4. Exclusions

The following categories fall outside this index's scope:

  • Activewear-exclusive brands
  • Streetwear-only brands
  • Swimwear-only brands
  • Emerging independent brands without dress offerings
  • Brands that do not meet verification criteria outlined in Section 3.2

5. Data sources

Brand discovery was conducted through systematic manual review of retail directories and brand stockist pages, including:

  • David Jones
  • The Iconic
  • Westfield
  • Incu
  • Maplestore

Additional brands were identified through cross-referencing stockists, industry publications, and brand affiliations with social media.

6. Data architecture

Each brand in the Modus Index is assessed across 13 data points, organized into four pillars:

Pillar 1: Brand fundamentals

  • Brand name (with website link)
  • Founded year
  • Location (city/town of operation)
  • Instagram handle and follower count

Pillar 2: Leadership & ownership

  • Creative Leadership: name and role designation
  • Owner/Major Stakeholder/Investor (if applicable)
  • Ownership & Practice: Australian Made, First Nations, B-Corp Certified, Private Label (if applicable)

Pillar 3: Commercial structure

  • Distribution Model: Digital DTC, Private Label, Wholesale-Led, Vertical Retail (AU), Vertical Retail (Global), Omnichannel (AU), Omnichannel (Global), App (multi-select)
  • Market Segment: Designer ($1000+), Premium/Bridge ($600–$1000), Contemporary ($250–$600), Mid Market ($120–$250), Mass Market ($50–$120), Fast Fashion (<$50) — based on dress price points
  • Market Position: Directional, Fashion, Trend-Driven, Commercial

Pillar 4: Design intelligence

  • Customer Focus: Youth/Gen-Z, Classics (35+), Universal (size-inclusive), Indie/Counter-cultural (where applicable)
  • Category Focus: 15 product categories tracked (multi-select)
  • Design Code: A proprietary taxonomy spanning 5 dimensions:
    • Primary Style (12 attributes)
    • Design Approach (5 attributes)
    • Design Emphasis (12 attributes)
    • Periodic References (10 eras)
    • Sub-Cultural References (11 movements)

7. Methodological notes

7.1 Subjectivity disclosure

Data points captured under Market Position (Section 6, Pillar 3) and Design Intelligence (Section 6, Pillar 4) reflect qualitative interpretation based on brand positioning, visual identity, marketing materials, and product assortment. While applied systematically, these classifications are inherently subjective.

7.2 Multi-select fields

Distribution Model, Category Focus, and Design Code permit multiple selections to reflect the hybrid nature of contemporary brand strategies and design identities.

7.3 Terminology standards

Certain colloquial or trend-cycle terminology (e.g., "cottagecore," "aesthetic") has been intentionally excluded in favor of enduring design and cultural references to ensure longevity of the taxonomy.

8. Limitations & corrections

This is a manually curated dataset. While rigorous protocols were applied, errors or omissions may occur. Brands seeking inclusion or users identifying inaccuracies are encouraged to submit via Suggest a change on the Rolodex, or reach out through My account.

9. Data integrity

All data is proprietary to Modus and reflects independent research conducted by Modus Research. This index is not affiliated with or endorsed by any brands, retailers, or industry bodies referenced herein.