Marketing
The company has no sales representatives overseas but relies on the strength of the company website. Australian sales make up only 10% of its business, and is on its way to A$20 million in annual sales. The company has a broad reach for a business run entirely via the Web, with no shop front and minimal packing staff.
The brand retails in some of the biggest department stores in the world such as Selfridges, Harrods and House of Fraser in the UK, Printemps in Paris, KaDeWe in Berlin, and Harvey Nichols in Dubai, as well as in small boutiques in various cities around the world. aussieBum's online store ships to more than 150 countries with free delivery.
AussieBum promotes their products on various social media platforms such as Facebook and Twitter. The brand has a popular online following with the aussieBum being the 7th most popular search term in Australia. Cultivating the image of a larrikin Australian has also helped the company in getting noticed in overseas markets where residents are curious about Australian culture.
The brand uses a distinctly cheeky advertising style, such as remaking the iconic Australian painting Shearing the Rams with muscle-bound blokes shearing sheep in just their undies.
Celebrities including Ewan McGregor, Billy Connolly, and Daniel Radcliffe are fans of aussieBum. Soccer superstar and men's fashion trendsetter David Beckham has also appeared in the brand.
aussieBum swimwear has been featured in music video clips Slow by Kylie Minogue and SuperMartXé VIP by Juanjo Martin & Albert Neve.
In 2011 during the first episode of The Celebrity Apprentice Australia, director Sean Ashby gave $50,000 to charity when politician Pauline Hanson washed his car wearing aussieBum underwear, plus an additional $10,000 for Deni Hines to sing the national anthem.
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