The core principle is to create products that make people feel good when they wear them
aussieBum is an iconic Australian brand that transformed from a beach-inspired dream into a global success story. The brand began with a mission to revive classic nylon swimwear and has since expanded into a leading manufacturer of underwear, swimwear, and lifestyle apparel. Celebrated for its innovative designs and commitment to quality, aussieBum is a testament to the power of self-belief, determination, and the daring spirit to challenge the norm. Speaking to Fibre2Fashion, Founder and MD Sean Ashby discusses the growth of the brand and its recent India expansion.
How do you see the future of retail and e-commerce evolving in the swimwear and underwear markets, and what strategies are brands adopting to stay competitive?
The landscape of retail and e-commerce in the swimwear and underwear markets is undergoing a transformative shift, accelerated by the impact of COVID-19. The pandemic has acted as a catalyst, propelling e-commerce to the forefront of consumer preferences. Brands that were early adopters of e-commerce have experienced significant growth, while traditional brick-and-mortar stores have swiftly pivoted to establish a robust online presence. It is evident that new e-commerce ventures with a history in physical retail face challenges, with success rates lower than their more established online counterparts.
Looking ahead, the future seems to be a harmonious coexistence of two distinct sales channels. This involves the physical presentation of the brand through mail orders or in-store experiences, allowing customers to choose products in person. However, the fulfilment of these orders will happen online, leveraging the efficiency and competitive pricing advantages offered by e-commerce platforms. This hybrid approach aims to provide consumers with the best of both worlds – the tactile experience of traditional retail and the convenience and speed of online shopping. The key to staying competitive lies in seamlessly integrating these channels to create a comprehensive and satisfying shopping experience.
Can you tell us about the early days of aussieBum and what inspired you to start the brand?
Despite hailing from Melbourne’s working-class neighbourhoods, I was a dreamy, arty kid who, at the age of 15, sought refuge in art school, laying the groundwork for a future marked by creativity and hard work. After exploring diverse roles, including a stint at a video store where I discovered my knack for sales and marketing, I briefly dabbled in fitness instruction before returning to the corporate realm. My go-to nylon swimwear vanished, and that sparked the idea to start something new.
I started selling swimwear from the back of my car, dealing with challenges from big stores favouring Lycra. Determined to make a mark, I spent six months building the aussieBum website from scratch, covering everything from design to marketing.
Today, aussieBum is making waves globally in 120 countries. We even snagged the Australian Exporter of the Year for Manufacturing twice, thanks to our innovative online strategies.
As aussieBum keeps growing, my commitment to being different, building strong bonds with customers, and proving doubters wrong stands strong. Our slogan, ‘If you doubt yourself, wear something else!’, captures the spirit that defines aussieBum in the fashion world.
What were the main challenges you faced when transitioning from corporate marketing to launching your own swimwear brand?
Transitioning from the security of a multinational company to launching aussieBum came with its set of hurdles. The major challenge was leaving behind the comfort of a well-established brand and taking a solo leap. It was not just about creating a new brand; it was a journey of finding and rebuilding my own self-esteem and self-worth.
The process was far from simple, contrary to what I initially thought. It is one thing to believe in the success of an existing brand and another to put faith in oneself. Building aussieBum required stepping out of that corporate safety net and navigating uncharted waters, which was both challenging and immensely rewarding.
aussieBum has a unique brand identity. What core values and philosophy drive the brand, and how do they reflect in your products?
aussieBum has forged a distinctive brand identity rooted in the evolving landscape of men’s fashion. Candidly speaking, our journey began at a time when the concept of men embracing diverse styles and aspiring to look attractive was undergoing a significant shift. We found ourselves at the forefront of this change, offering a rebellious alternative to traditional outfits.
Interestingly, our initial rejection by Australian retail outlets turned out to be a blessing in disguise, as it paved the way for global acceptance. David Walker Smith of Selfridges and Co aptly labelled the era as “the age of metrosexual”, signifying a time when men could confidently embrace looking sexy and great without conforming to outdated norms. aussieBum became a relatable expression in this era of shifting perceptions.
At the core of our brand lies an unwavering commitment to authenticity. aussieBum does not shy away from showcasing its true personality, encapsulated in the principles of having fun, looking great, and seamlessly fitting into the dynamic lifestyles of our customers. This commitment is reflected not just in our products but also in the way we approach the ever-evolving landscape of men’s fashion.
Could you describe the moment you decided to take the brand online and your feelings about venturing into e-commerce?
The pivotal moment when aussieBum ventured into the online space was both a necessity and a bold leap of faith. Having initially sold to friends who appreciated the brand, we faced resistance from traditional retail outlets that deemed the product as being out of touch and too uniquely “Australian”.
The decision to take aussieBum online was prompted by a final rejection from department stores. This turning point, while challenging, laid the foundation for what would become an international success story. The very international buyers who had initially rejected us now seek to stock aussieBum products, illustrating a remarkable shift in perception. Today, aussieBum proudly stands as one of Australia’s largest fashion exporters, a testament to the transformative power of embracing the online landscape.
How did the collaboration with Kylie Minogue’s stylist for the ‘Slow’ video come about, and what impact did it have on aussieBum?
The collaboration with Kylie Minogue’s stylist for the ‘Slow’ video was a serendipitous journey initiated by David Walker Smith. He discovered aussieBum products in a boutique in SoHo, personally bought them, and was enamoured by the brand. This introduction led to William Baker Smith, Kylie’s stylist, becoming acquainted with aussieBum. A fan of the brand, William, in the early hours of the morning, faxed a request for samples of the entire collection, maintaining an air of secrecy about the project but assuring that it would make history.
The culmination of this collaboration resulted in aussieBum featuring prominently in Kylie Minogue’s global video for ‘Slow’, shot in Barcelona. This unexpected exposure turned aussieBum into an overnight sensation in a country that had previously rejected it. The impact of this collaboration was profound, propelling aussieBum into the spotlight and underscoring the brand’s ability to transcend boundaries and make history in the world of fashion.
Your brand is known for innovative and bold designs. How does aussieBum approach the design process, and how do you stay ahead in terms of fashion trends?
Personally, I am traveling 250-300 days a year. This way, I embed myself in various cultures and lifestyles, keeping a keen eye on commercial trends in each country making the design process at aussieBum a dynamic and immersive one. Attending international trade shows is a crucial part of this process, providing real-time access to customers and their invaluable feedback on ideas and aspirations. This direct engagement allows us to evolve and ignite new styles, a process that often would not be possible within the traditional retail framework, where buyers might not always consider the end user in their local neighbourhood. A testament to this approach is our recent exploration of markets in India, Tokyo, Taipei, and South Korea, which are showing signs of evolving into some of our most significant markets. This continuous interaction and integration of global influences keep aussieBum at the forefront of fashion trends, ensuring that our designs resonate with a diverse and ever-evolving customer base.
How do you maintain the balance between staying true to your original vision and adapting to the changing fashion market?
A key driver for us is our original vision, and adapting to the changing fashion market is anchored in a commitment to customer value and personal principles. The core values that were fundamental in the early days of aussieBum continue to guide us. We prioritise what is exciting and relevant for our customers, adapting and evolving without compromising on what is essential. The essence of aussieBum has grown into a global community that transcends borders, making us more resilient and adaptable to the dynamic shifts in the fashion landscape. This dedication to our founding values while embracing change ensures that aussieBum remains a brand that resonates with our community and stays relevant in an ever-evolving market.
How do you approach sustainability and ethical manufacturing in your business practices?
Sustainability and ethical manufacturing are integral to our business practices. Our commitment extends to minimising our environmental impact and ensuring fair treatment throughout our supply chain. We actively source sustainable materials like bamboo and modal, prioritise suppliers with a shared commitment to ethical labour practices, and actively work towards reducing waste. Transparency is a cornerstone of our approach, as we believe in keeping our customers informed about our efforts. Our goal is to contribute to a more sustainable and responsible fashion industry while delivering quality products to our valued customers.
What does the future hold for aussieBum? Are there any upcoming product launches, collaborations, or business expansions that you can share with your audience?
In the aftermath of the profound challenges posed by COVID, we have witnessed the complex dynamics of the fashion industry. While some reaped short-term benefits, many now grapple with the repercussions of rapid expansion and the evolving cultural landscape, particularly in the context of luxury versus commodity items. In response, our focus has been on refining and honing the aussieBum brand, ensuring it remains true to its unique identity.
Excitingly, we are delighted to unveil our newest winter brand inspired by the breathtaking backdrop of New Zealand. This collection is specially crafted for explorers and adrenaline thrill-seekers, capturing the spirit of adventure in every design. Looking forward to 2024, we have a lineup of new brands set to launch, each with its distinct character. We are enthusiastic about the journey ahead and cannot wait to share these new ventures with our valued audience!
How has the increased focus on body positivity and inclusivity shaped the design and marketing strategies in the swimwear and underwear sectors?
When it comes to design, the core principle is to create products that not only look great but, more importantly, make people feel good when they wear them. The focus is on instilling confidence, and ensuring that our offerings contribute positively to individuals’ day-to-day lives. Our design philosophy is anchored in the idea that clothing should empower and uplift, irrespective of body type or size. This commitment is not just reflected in our products but also echoes through our marketing strategies, as we strive to celebrate and embrace the diversity of our audience. Our new winter brand is tailored to cater to larger men, ranging from XL to XXXXXL, offering a genuine representation of comfort and value. Ultimately, the goal is to contribute to a culture where everyone feels seen, valued, and confident in their own skin.
aussieBum has gained international recognition. Can you share insights into the challenges and successes of expanding the brand globally?
Expanding aussieBum globally has been a journey in itself. Two golden rules have guided us throughout this process. Firstly, the courage to make bold decisions and explore new frontiers, like our recent venture into India. Secondly, the dedication to learning from the knowledge of others, even when it involves the risk of failure, as it contributes significantly to gaining wisdom.
Our success is not solely about individual efforts. It is a collective endeavour within a team that collaboratively identifies gaps and seeks the potential X factor. I believe in providing the tools for my colleagues to unleash their maximum potential, fostering a collaborative environment that has been instrumental in our global success. This approach ensures that aussieBum is not just a brand, but a shared achievement built on courage, learning, and teamwork.
Following the company’s recent launch in India, what key strategies are you using to navigate this market, and what major challenges and opportunities do you foresee?
With our recent launch in India, we are strategically navigating the market by employing a multi-faceted approach. One of our key strategies involves understanding the diverse and dynamic nature of the Indian market, including regional preferences and cultural nuances. We are committed to offering a product range that resonates with the Indian audience, considering their unique tastes and lifestyle.
Navigating this market involves addressing both challenges and opportunities. One significant challenge is the need to adapt to the vast diversity within the country, from cultural preferences to climate variations. We are proactively addressing this challenge by tailoring our offerings to cater to different regions and demographics, ensuring our products align with the varied needs of the Indian consumer.
Simultaneously, the Indian market presents immense opportunities, with a burgeoning population that is increasingly fashion-conscious. We aim to capitalise on this by introducing innovative and trendsetting products that align with the evolving preferences of Indian consumers. Our commitment to sustainability and ethical manufacturing practices also positions us favourably in a market where conscious consumerism is gaining traction.
To navigate successfully in India, we are establishing strategic partnerships, leveraging local insights, and investing in digital platforms to reach a wider audience. The key lies in a flexible and adaptive approach, allowing us to evolve with the dynamic Indian market landscape.
