It’s no secret that Americans love an Aussie brand – whether it’s the accent, our laid-back lifestyle or that we typically launch our brands with a global mindset from the get-go.
As Flaunter rolls out internationally (oh hi there, US, UK and Canada…) we thought it was a great time to highlight some of our favourite Australian brands that are taking names on a global stage, as well as share some of the lessons we’ve learned through our own international expansion.
Zoe Foster Blake is not only our girl-crush, she’s also officially on the AFR Young Rich List after taking her home-grown skincare label global. Launching in US Sephora in 2018, ZFB pulled the products from the retailer’s shelves in favour of an influencer-first approach after finding the brand was getting “lost on the shelves”, an approach that’s since seen Go-To grow by 571%.
Australian tech darlings Canva have officially become a unicorn after a $15 billion dollar valuation in 2021, and they aren’t stopping there. The tool is available across 190 countries in 100 different languages, which is key to their global domination. The team work with 100+ translators to offer their products to a massive audience, demonstrating a commitment to their international users – an approach that’s been baked into the company from the get-go.
P.E. Nation’s first foray into the international market was with a highly anticipated collaboration with global brand, H&M. It was H&M’s first collaboration with an Australian brand, and one that helped to significantly increase awareness for P.E. Nation. The brand was also positively impacted by the effects of Coronavirus, with a massive boom in active and loungewear. P.E. Nation are also tapping into a growing demand for unisex apparel, a trend driven by their international customers.
Zimmermann is truly an international success story, a fashion brand who tapped into the worldwide love of Australian culture and pairing it with beautiful quality and exceptional design. It was the brand’s launch of swimwear that saw it catapulted to an international stage, but those same values continued to be a part of the company as they grew.
If you’re considering an international launch, here’s a few things to consider:
What works in Australia probably won’t work overseas.
Every market is unique and it’s vital to understand the intricacies of each before you spend a lot of cash trying to break in. Just because another market is English speaking, don’t make the mistake of thinking that they speak the same language… Flaunter is working with international PR agencies around the world to help communicate our key messages, and connect us with the right people.
Dr Roebucks, an Australian skincare line that launched in Sephora in 2018, completely redesigned their packaging to emphasise ‘clean Australian beauty’ to stand out in a saturated US market.
This is the same in the Australian market – what works in the US probably won’t work here, so for international brands wanting to crack into Australia, it’s important to do your research, find out who the key players are, and engage experts who’ve worked in the market you’re launching in.
Tap into tropes (if it’s your brand)
As Vogue put it, “…our air is clean, our sky is big and blue and our outdoors, beach-based healthy lifestyle is what makes anything that comes with a ‘made in Australia’ sticker a hot ticket item overseas. Everyone wants a slice of the Bondi Beach dream, after all.” If that messaging aligns with your brand, lean into it. The two founders of bohemian fashion label Spell and the Gypsy Collective have shared that Byron Bay is like a third character in their brand story, a strategy that has contributed to their significant international success.
Look for strategic partnerships
Unless you’ve got pretty deep pockets, tapping into big markets like the US and UK can be a costly exercise. Make the most of your budget by developing strategic partnerships – whether that’s through retailers with a large distribution network or local PRs and marketers who have the connections with media and influencers to get you noticed. Being really clear on who you are and who you serve, as well as really owning the Australian market, is what brands like P.E. Nation attributed to being noticed by the likes of global giant, H&M.
Go global from the get-go
Have a .com domain name, ship worldwide and offer multiple currencies on your website, all to get a gauge of how your brand will be perceived if you do decide to scale internationally down the track. Use your analytics to determine what countries are responding to your brand and double down on these markets. You don’t need to be physically located in a country to run social media ads or engage influencers, and all of these activities can be started small.
Okay, we might not be travelling any time soon, but when we can, getting in-country is vital to truly understand the market and connect with your consumers. Book your flights for 2022!
Launching a brand internationally and have some additional tips to share? We’d love to hear your take. Get in touch at email@example.com.
Image via P.E. Nation