One local firm has its arse into gear.
Many sellers hate being compared to their peers because they fear shoppers may find a:
- Lower price.
- Better product.
- Superior level of service.
But if you deal in premium gear and focus single-mindedly on your target market, you have nothing to hide.
On the contrary, comparison becomes your friend because more of the "right" buyers find and appreciate your approach.
A case in point is ...
When I visited AussieBum’s operation last week, I was insanely impressed. I love the idea of selling Australia to the rest of the world.
Despite the global financial crisis, a decline in local manufacturing and the gutting of Australia’s clothing sector, AussieBum is kicking serious butt.
Designed in Sydney and made in Australia, 90% of AussieBum’s sales are from overseas, which brings money back into this country.
Point of difference
AussieBum’s single-minded focus is right there on its home page:
If you doubt yourself, wear something else.
What a way to define your audience!
Instead of trying to please everyone (and thus pleasing no-one) AussieBum forces readers to decide whether they’re in or out.
And if you’re in, you’re in for a treat. Free international delivery. Free returns for 21 days. Products that have been worn by everyone from David Beckham to Pauline Hanson.
In 2001, Sean Ashby started AussieBum from his apartment with just $20,000.
Having doubled in size every year since, AussieBum now has 35 staff, 150 styles and almost $20,000,000 in sales.
And all this with no sales reps!
AussieBum doesn’t fear comparison, because really there is no comparison. They have such a great product and story, that others are happy to tell it for them.
Such businesses are immune to the shocks that see ‘ordinary’ suppliers drop like flies.
As we’ve seen in other posts, comparing suppliers it isn’t just about price.
Do you agree this is a great news story?
Can you name other Aussie firms that are thriving in the worst trading conditions for a generation?
Let’s feature them, to celebrate their success. Whatever your perspective, I’m keen to hear what you think.