International Marketing Aussiebum
AUSSIEBUM 1.0 Introduction
AussieBum is an Australian men’s swimwear company designed by Sean Ashby, a keen surfer and swimmer himself who was in search of a good pair of men’s swimmers made from nylon which is what he grew up with. It is a fashion and lifestyle brand in demand for many reasons. The brand has managed to branch out to many international countries while still maintaining its iconic Australian culture in every way. This is achieved through the visuals of Australia’s beautiful and famous beaches, to the embodiment of the iconic, fit and muscular bodies of the Aussie bloke. These qualities of adventure, sexiness and confidence personify the brand and anybody involved with it.
The company started of back in 2001 and is already turning over 20 million, and has gone worldwide very quickly. The company still chooses to manufacturer all its goods locally in Australia where product quality could still be maintained even if its mean costs were higher unlike if they were to produce in another country.
AussieBum is now looking to expand into a new international market, China. China is the world’s most populous country and has been for centuries; making up one-fifth of the world’s population, reaching over 1.3 billion people. The state covers approximately 9.6 million square kilometres. Since the late 1970s China has dramatically changed. Moving from a closed, centrally planned system to a more diverse, market oriented one that carries a major global role, in 2010 China officially became the world’s largest exporter and stood as the second largest economy in the world after the US, in the value of services it produces. Its success has been essentially due to manufacturing as a low-cost producer. This is attributed to a mix of cheap labour, good infrastructure, relatively high productivity, favourable government policy, and a possibly undervalued exchange rate. Though still, per capita income is below the world average.
AussieBum is an Australian men’s swimwear company designed by Sean Ashby, a keen surfer and swimmer himself who was in search of a good pair of men’s swimmers made from nylon which is what he grew up with. It is a fashion and lifestyle brand in demand for many reasons. The brand has managed to branch out to many international countries while still maintaining its iconic Australian culture in every way. This is achieved through the visuals of Australia’s beautiful and famous beaches, to the embodiment of the iconic, fit and muscular bodies of the Aussie bloke. These qualities of adventure, sexiness and confidence personify the brand and anybody involved with it.
The company started of back in 2001 and is already turning over 20 million, and has gone worldwide very quickly. The company still chooses to manufacturer all its goods locally in Australia where product quality could still be maintained even if its mean costs were higher unlike if they were to produce in another country.
AussieBum is now looking to expand into a new international market, China. China is the world’s most populous country and has been for centuries; making up one-fifth of the world’s population, reaching over 1.3 billion people. The state covers approximately 9.6 million square kilometres. Since the late 1970s China has dramatically changed. Moving from a closed, centrally planned system to a more diverse, market oriented one that carries a major global role, in 2010 China officially became the world’s largest exporter and stood as the second largest economy in the world after the US, in the value of services it produces. Its success has been essentially due to manufacturing as a low-cost producer. This is attributed to a mix of cheap labour, good infrastructure, relatively high productivity, favourable government policy, and a possibly undervalued exchange rate. Though still, per capita income is below the world average.