Targeting your Product

As a marketer I enjoy looking at how different brands, that sell a similar product, target different segments or markets.

Take for example the two Australian fashion swimwear brands Aussie Bum and Budgy Smuggler.  Both make and sell men’s swimwear products, most well know for their  brief or ‘speedo’ style togs.

However, they are very different in the way they approach marketing, branding and indeed the target audience they are selling to.


Aussie Bum, don’t just sell swimwear, they are probably more well-known for their underwear but they sell lifestyle and surfwear as well. They have a highly curated marketing and branding stream. The products on their website are shown on models in various settings, often the beach. Aussie Bum use video on the product information page. Every image or video is of a high production value and feature models, mostly buff muscular types.


Aussie Bum are across a range of social media platforms. Including Twitter, Facebook, Vimeo and You Tube.  Each of these platforms are aligned with a similar banner image and often the same image at the same time. This is planned and well executed campaigns – obviously selling a product while always selling the same brand image of Aussie Bum.

If you doubt yourself, wear something else.

This is a brand for confident, guys who match (whether real or imagined) this image of good looking fit men.


Aussie Bum are also known for the WonderJock, these products are design to enhance assets of the wearer. Which in my mind is very fitting with the over all image of the brand. The curated images and well managed social stream are all about a perfect image, perfect body and look. This is traditional and well understood marketing for fashion.


Budgy Smuggler also sell other things than Men’s swimwear. They sell Women’s swimwear, kid’s swimwear and Active wear. They also sell Custom swimwear, these can be branded for a club, special event or just one offs.

The (men’s) products on the website are displayed by showing an image of the product. No models, or videos, just a front and back of the design. The other interesting difference is that there is only 1 style for men’s and 2 for women’s swimwear. They do show the women’s swimmers on models but these are studio only and not on site at a pool or beach.


Budgy Smuggler are also on social media, Facebook, Twitter and Instagram.  They have a more disparate strategy for these channels, the banners across these pages are often totally different. The images on each of these streams are filled with reposts from fans. They are natural shots of people wearing the brand in different locations.


These are not models, they are not curated and professional images. Most of the image are fun, silly and in some instances showing guys in ‘Budgy’s’ in non standard locations, i.e. NOT at a pool or the beach! Sometimes this has gotten people in trouble.

This fun carefree attitude is seen in the sporting teams that get custom smugglers and recently culminated in the competition to search for Australia’s most Ordinary Rig.



So we have two brands that sell very similar products in two completely different ways and to different target markets.

Interestingly both are doing very well and selling internationally, all from Sydney, Australia. The power of their marketing is very strong and each caters to a different audience through very different ways.

They both use images to convey their brand message, AussieBum are picture perfect models in staged, produced locations. Whereas, Budgy Smuggler are fun, silly and driven by a very large part by user driven images.

Ultimately they are selling the same thing, swimwear… and doing a great job.

Is one better or worse? Which is better? What do you think?


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