Fletcher Jones is an extremely well known name in Australia for quality clothing, mainly mens and womens. It's more expensive than usual, but you get what you pay for, I guess.
I didn't check how the prices in the factory compared to the store prices found elsewhere.
Interestingly, there isn't just the factory on this site, but also a business development centre attached right next door, and it's all set in what is called the Fletcher Jones Gardens. It's rather attractive, and above all, lush and green where just about everywhere else in Victoria is dry and brown right now. A very nice oasis to sit in (even a little waterfall over a rock bank) and have lunch and admire the flowers, etc.
What to buy:
You can just about buy anything you want in Warrnambool. It's a shopping city as well as being a tourist town. As for specialty stores, being on the beach, I imagine their range of surf and beach wear is pretty good, so check out those stores if that's what you're interested in.
What to pay: Depends on if you go for a big brand like Ripcurl or something else.
While shopping, I found some really enchanting stone shop buildings to admire. I thought this one was particularly exquisite and not the sort of building you'd find near a beach at all.