Australian export case study
Billabong, the iconic Australian brand of boardsport, consumer fashion clothing and Olympic sports products, is now the number-one sportswear and surfwear brand in Peru.
In fact, Billabong International is now selling all over Latin America, including Argentina, Brazil, Chile and Venezuela.
"Australians are well known all over the world for their great surfing prowess," says Max de la Rosa, the General Manager of Billabong in Peru and Chile.
"This uniquely Australian brand has come to symbolize the youthfulness and daring which Australian surfing represents to people here in Latin America."
 Billabong was first available in Peru in 1989, but it was a number of years before the brand took off and became the multi-million dollar success story that it is in Latin America today.
Marketing strategies have worked
"It took a lot of hard work and persistence but our marketing strategies have worked," said Mr de la Rosa.
"One of the ways we have made this brand so well known in Peru has been to provide sponsorship for leading athletes."
Internationally, Billabong sponsors many of the world’s top surfers, skateboarders and snowboarders, and hosts many of the events that make up the surfing World Championships Tours, as well as region-specific and junior events.
"In Peru we have set up and organized the most important surf contests in the region, such as the Pro-teen junior event here in Senhoritas," Mr de la Rosa explained.
"These surf events not only foster the development of the sport, but they have also given our brand excellent exposure to our target market, as well important media coverage."
Mr de la Rosa said that Austrade in Peru and Chile had been a great support in getting the brand known in these countries.
"They have been there for us in so many ways – everything from general advice to assistance in the fast and efficient processing of the documentation we have needed for our sponsorship athletes.
"Dr. Nicholas Baker, the Austrade Senior Trade Commissioner based in Lima, has been particularly helpful whenever we encountered any problems."
Leading brand
Billabong is now the leading boardsport brand in many countries around the world, and the second largest in sales globally.
“These days, Australia is a recognized leader in surf wear design and the clothes are no longer worn exclusively at the beach," noted Billabong CEO, Derek O’Neill.
He said that the secret to the company’s international success is that it is an authentic brand. ‘We know our customers well and develop innovative and functional products for them.
"The brand is now available in many countries in Asia, and across Europe – from Russia and Finland in the north to Greece in the south," said Mr O’Neill, "but around 50 per cent of our total sales still come from the Americas."
Company Information
Billabong International
1 Billabong Place
Burleigh Heads QLD 4220
Tel: +61 7 5589 9899
Fax: +61 7 5589 9800
Email: JMossop@billabong.com.au
Website: www.billabong.com
January/February 2008
www.austrade.gov.au/mediacentre
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