AussieBum
| ashby and holland pty ltd
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|---|---|
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| legal form | Proprietary Limited |
| founding | 2001 |
| Seat | Sydney , Australia |
| management |
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| Number of employees | 40 (2012) |
| sales | AU $ 20 million |
| Branch | Fashion |
| Website | aussiebum.com |
AussieBum ( spelling aussieBum ) is an Australian fashion label for underwear and swimwear, as well as sportswear and leisurewear. According to its own information, AussieBum is the largest Australian manufacturer of underwear and swimwear. The company is located in the Sydney suburb of Leichhardt . All products are exclusively produced in Australia.
history
Sean Ashby founded AussieBum in 2001 after quitting his job at Warner Music Group. When he had problems finding a new job, he said he spent a lot of time on the beach as a "beach bum" ("beach bum", the word "bum" also means "butt"). Ashby got the idea for AussieBum because he couldn't find swimwear that he liked.
Ashby had $ 20,000 as start-up capital, from which he bought fabrics and produced the first prototypes. After initially no stores wanted to sell his swimming trunks, he started his online shop. In order to increase the awareness of his new brand, he took pictures of friends and acquaintances on the beach in his swimming trunks and sent the pictures with a press release to various magazines around the world. He later found shops in Europe and the United States of America that included his products in their range (e.g. KaDeWe in Berlin ).
Products and target group
In addition to underwear, swimwear and surf fashion, AussieBum also offers leisure and sportswear.
underwear
AussieBum only offers body-fitting underwear in different cuts and variants, including briefs, hipsters, retro shorts and jockstraps in a total of more than 50 different models.
Wonderjock
A very well-known version of the underpants is the so-called wonderjock . Like the pushup bra for women, they are designed to make the penis look bigger. This is achieved by sewing a pouch into the front of the underwear or swimming trunks. The so-called Essence underwear with vitamin fibers is also considered innovative in the industry.
enlargeIT
EnlargeIT pursues a similar goal as the Wonderjock , in which no pouch is integrated into the underwear, but a real pocket that holds the genitals. This cut can therefore be understood as a kind of combination of conventional underpants and jockstrap .
Swim and surf fashion
The classic, tight-fitting swimming trunks are available in different designs. In addition, surf fashion is sold in the form of wide-fitting swim shorts and sleeveless shirts with a logo print.
Leisure and sportswear
In terms of leisure and sportswear, AussieBum focuses on homewear and sport. In addition to shorts and shirts, AussieBum also offers compression clothing for athletes.
target group
Only clothing for men is offered. Because of the very tight and body-hugging cuts, the brand is very popular with homosexuals. According to Sean Ashby, AussieBum wants to appeal to trend-conscious men who are convinced of themselves and their sexuality. Here AussieBum sees gays as one of the main target groups, which is probably why very well-built models are advertised, who are photographed in semi-erotic poses and filmed for product videos. Unlike other underwear manufacturers, the pictures and videos usually also show the genitals of the models. AussieBum advertises with the slogan "If you doubt yourself, wear something else!" (If you doubt yourself, wear something else!).
Sales and Promotion
Aussiebum sells its products directly via its own homepage, which can be configured in four languages (German, English, Spanish and French) and 17 currencies (including euros ). Settlements are made in the selected currency. In Germany there are a few online shops and stores that mostly sell AussieBum underwear.
For other advertising purposes, AussieBum uses social networks such as Facebook , Instagram and Twitter. In addition to the homepage, the product videos are also available on YouTube. Some stars like Ewan McGregor , Billy Connolly , Daniel Radcliffe wear AussieBum underwear and trunks in public. The company is the manufacturer of the largest underpants in the world.
For the BestFashion Award 2011, Aussiebum was among the top 10 most popular underwear labels in Men's Health magazine .
Individual evidence
- ↑ Bums rush - Fashion - Entertainment - theage.com.au. In: www.theage.com.au. Retrieved June 11, 2016 .
- ↑ a b Bums rush - Fashion - Entertainment - theage.com.au. In: www.theage.com.au. Retrieved June 11, 2016 .
- ↑ Staff Reporter: EXCLUSIVE INTERVIEW: Aussie Bum founder Sean Ashby. (No longer available online.) In: www.lingerieinsight.com. Archived from the original on June 12, 2016 ; accessed on June 12, 2016 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ aussieBum online store - Mens Underwear, Mens Swimwear, Mens Surfwear, Leisurewear, Sportswear, Loungewear and Mens Accessories. Clothing for men. Wonderjock, briefs, hipsters, jockstraps, boxers. In: www.aussiebum.com. Retrieved June 11, 2016 .
- ↑ Commgate: Is bigger better ?: Wonderjock (gaynet.at). In: gaynet.at. Retrieved June 11, 2016 .
- ^ Sean Ashby: answers to questions always asked. In: seanashbyab.blogspot.de. Retrieved June 12, 2016 .
- ↑ Archive link ( Memento of the original from March 11, 2010 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ The 10 most popular underwear labels for men in 2011 . ( menshealth.de [accessed April 22, 2017]).
