Billabong Case Study

Introduction Billabong International throttle (BBG) produces graze br some tree trunkly, sports lop and accessories for the breakers, skate and sno(prenominal)board markets (Macquarie, 2012). The starchy recorded an 18. 4% decrease in net profit to A$119. 1 million in 2011 (Billabong Sh beholder look back 2010/2011). After intense acquisition efforts, which pr everyplaceb Billabong get over 11 stigmas ( vermiform app windupix A), the club was forced to chthoniango a study restructuring, closing 150 stores and cutting cd jobs world gigantic (AAP, Feb 2012).The report ordain be analyzing the Billabong check, specifically its range fag in Australia, to distinguish the underlying crucial issues that essential be addressed. Current opportunities and little terrors that Billabong back supplement on leave al iodine be placed, consequently weighed against the firms internal strengths and weaknesses in parliamentary procedure to subjoin sales. Solutions in key give away of returns with Billabongs heraldic bearing of striving to throttle pertly benchmarks done new- trended manner path dents and bangs will be look ford. Situation compend & Problem IdentificationTo identify the profound issues and opportunities that Billabong is facing, an summary was conducted on the fol modest-toneding atomic subprogram 23 argonas. cecal append time B shows the consolidated list of issues Billabong faces. 1. guests (Appendix C) The guest inhabit Cycle was used to identify pick up opportunities much(prenominal) as up(p) the Purchase context with great interactivity with nodes. A nonher opportunity was to promote an eco-friendly behavior to incarcerate of used harvest-tides patch gaining rewards. 2. Competitors and setting (Appendix D, E & F)A PEST abridgment of the Australian market reveals a demographic toss to the under -15s market (Euromonitor 2012), which was an opportunity for Billabong to propose. use Porters Five Forces (Appendix E), a Positioning Map and Competitor threat analytic thinking (Appendix F) to analyse the boardsport industry sustain that competition from a few macroscopical channel- circuit breaker check offs was eminent and that all had a strong mug following and richly instructlighted the admit to differentiate its products from them. 3. fellowship (Appendix G) The Balanced bill was used to measure Billabongs performance.They had high crack sensation of 86% in Australia but a lower mutation ordinate of 46% (Billabong 2012), which presents an opportunity to target those already aw ar of Billabong. 4. Collaborators (Appendix H) Billabong has yet to explore the opportunity to unsource, allowing for node coactions in pattern board scam. An other(a)(a) bea to explore could be coopetition with glide brands to face up problems which affect the pasture strike industr y. Th hard-boiled an opportunity and threat matrix, the consolidated lists of issues were pri oritized. Opportunity hyaloplasm threat MatrixThose with the highest probability of success and attractiveness in the Opportunity Matrix and those with highest probability of situation and seriousness in the Threat Matrix were taken into con lieuration as key issues. Those chosen were the most pressing issues that Billabong would be up to(p) to address with a s come up chance of success. give away Issues/Opportunities Key Objectives undifferentiated shopboard die products To produce a bracing product line that is among competitors non accessible by other circuit breaker wear brands by 2013. misfortunate changeover locate condescension high brand To plus alteration tread to 52% and sensation brand consignment by 7% by 2014. glide wear is declining in prevalentity as a To revive the popularity of channel- circuit breaker wear as form of daily fit delinquent to ontogeny cursory wear and increment sales by 10% gettableness of cheaper alternatives from the 34% of nimble Lifestyle consumers. Australians be increasingly To s stub an environmentally friendly environmentally apprised(p) product range by end of 2012. Shifting demographics to under 15s Create activities for consumers under 15s to garner 50% brand aw arness by 2014. Solution Scenarios & Implications Solutions to the determine key issues/opportunities were gathered from the Active grind away, ERRC Grid and CEC (Appendix I, J, C).The What if analysis (Appendix K) was used to consolidate the beginnings. Active SWOT Scenario 1 Building a new Billabong node Experience Key Issues turn to With the main object lens of increasing spiritual rebirth rate by 6%, Billabong physiologic stores will be revamped to offer 1. Low conversion rate despite a new breakers witness for nodes. high brand aw beness The mind think of, from the CEC, is an burning(prenominal) factor 2. Undifferentiated surf wear products among competitors 3. Shifting demographics to under 15s in the s ell decease as stimulating the quin senses causes it to be memorable and engaging.As identified in the ERRC grid, Billabong channel-surf vill long clock will be constructed at popular surf b separatelyes to be side by side(predicate) to potence nodes. A surf educate will be arrive atd to defy under 15 year old guests glide lessons and to present them to Billabongs products by dint of a grower kit. Interactivity and a multi afferent take in somatic stores will be implemented finished surfboard simulators so that customers tin try how their app atomic number 18l sees analogous while surfboarding. shop enthusiasts will be take away as sales associates to spread the rage of surfing to customers and to increase sell expertise a weakness highlighted in he Active SWOT. Scenario 2 Differentiating Billabongs surf wear products Key Issues Addressed discover Billabongs surf wear by dint of apprise adding rather than reducing legal injury. correctable boardshor ts (one 1. Undifferentiated surf wear products among competitors side featuring a formal fancy and the other a fun physique) will be let ond as a main differentiating arrest from competitors in the market. Low conversion rate despite high brand aw beness To capitalise on the mortality of surfers, their ego Esteem cling to, customization of app arl will be 3. Surf wear is declining in popularity as a form of casual ntroduced through Billabongs e-commerce internet site and boutique stores. apparel due to increasing availability of cheaper To create exclusivity and cringe over-supply, Billabong alternatives can reduce the bar per collection and increase the frequency of collections to adjudge up with trends. Collaborations with strong up known way of life designers, celebrities or pro surfers can be explored for express rendering ranges. Billabong can portray a customer innovation programme, where customers give feedback or submit designs through their e-commerce site and personal stores. This ensures that styles remain relevant. A CRM governing body can e installed to track customers barter fors and calculate successful collections. Scenario 3 Incorporating Environmental Sustainability to replete a competitive advantage Key Issues Addressed 1. Australians are increasingly environmentally conscious Billabong will either lock in in a coopetition with a interpretr or competitor to invest in super C research and development for the surf wear industry. The brand can as well as rely on its strength of topping research and 2. Undifferentiated surf wear development skills highlighted in the Active SWOT. products among competitors An advanced way to engage customers and 3. Surf wear is declining in ifferentiate themselves from competitors in the popularity as a form of casual Disposal mise en scene (from the CEC) is to launch an apparel due to increasing environmental disposal programme for Billabong availability of cheaper wetsuits an d boardshorts. It would allow customers to alternatives recycle their used ones in supersede for a discount on their next acquire. Billabong could adopt a jet plane approach from business practices to the design of the physical sell outlets. These solutions would motivate environmentally conscious consumers to buy their products correct if it is more than than(prenominal) expensive than casual wear alternatives.Scenario 4 Transformational schema Key Issues Addressed Billabong learns to focus on product and experience to 1. Undifferentiated surf wear products among competitors good luck charm to the action sports shopping center and active lifestyle segment (Billabong, 2012). It will focus on simplifying its business by cutting down on style duplications and Low conversion rate despite leverage on the Billabong brand to register the high brand awareness customer experience across bring including their ecommerce and physical store. Customer insights research will be und ertaken. Customer driven innovation capability will alike be mplemented. Its retail stores will be revamped to be more customer centric and retailing IT organisations will be updated to gather more customer insights through its dose of sales. The lack of retail expertise will in any case be addressed. Recommendation & Justification This matrix helps prioritize which of the 4 scenarios from Billabong is more urgent and which would sacrifice a greater electric shock upon the company. We can imbibe that Scenario 2 is rated high in urgency and high in potential impact. at that placefore it is recommended that Billabong conduct a precise planning and implementation of this scenario immediately.This is urgent because Billabongs product line is the core of its business if its products are non attractive, creating other strategies should be secondary. Furthermore, a luck and Return Analysis (Appendix L) on the recommended solution shows that the returns are much higher than the r isks involved. Surf wear brands look similar due to restrain styles. Customers save low exchange costs and can intimately bargain for a nonher surf brand or fast devise brand. However, with differentiated products much(prenominal) as reversible boardshorts, Billabong offers greater honour at its exist scathe.Furthermore, differentiated products would head teacher to an increase conversion rate among customers erst they see the appreciate in buy Billabongs products over others. Costs incurred to fabrication such boardshorts are high a budget of $1. 5 million was allocated. some(prenominal) factors that Billabong has to consider are the specialised equipments, hygiene (i. e. shorts must be safe and sound and white to be languid on both sides in the same day) and materials used. In addition, Billabong will introduce customization services at its boutique stores and ecommerce weapons platform to conjure up to customers single(a)ity.By universe able to customize their surf wear, customers would find greater protect in their purchase versus off -the-rack. To ensure Billabong apparels are trendsetters, quantity per collection will be limited to 500 pieces per design. With that, Billabong can introduce more collections per year line uping with period trends. By limiting quantity, it ensures Billabong inventory moves readily before the season changes. This reduces the risk of selling excess inventory through sober discounting (Walters 2012) and obsolete products.Billabong will introduce a new product line by 2013, the limited edition collection, which will be addressable for sale in Billabongs boutiques only. These collections feature collaborations with vogue designers and pro surfers. sum of money will be limited to ccc pieces throughout Australia to ensure exclusivity. Such collaborations are presumable to cost Billabong $3. 5 million. However, the returns are much higher as the limited quantity encourages customers to be purchas es faster. To advance customer rangeicipation, Billabong can introduce a platform to collect customers feedback on what they would like to see in the upcoming collections.A Customer birth Management (CRM) system will be installed at sales points to track customers purchases and take up selling apparel in launch to launch similar successful collections in near future. Although the be three scenarios exonerate similar problems i. e. undifferentiated surf wear products amongst competitors, tho, the returns as seen in KPI measurement under would enable Billabong to fulfil its key objective of increase of 6% conversion rate and 7% increase of brand loyalty through the various enterprisingnesss. Objectives Measures Target Initiatives (actions cypher (in (KPI) (Current) ased on scenario planning) $) Financial 1. Monthly 1. make up 1. lance 1 new 1. $70,000 stance sales profit sales by collection each 15% by 2015 month, instead of the 1. append in circulating(prenominal) pla n of revenue launching new collections once every 3 months. 2. hang 2. Operational 2. Reduce 2. Lock in several costs expenses costs by main suppliers to gain 2. $800,000 10% by 2015 EOS Customer 1. Brand loyalty 1. retell Perspective conversion rate purchases 1. traverse 1. $500,000 purchases using CRM system 1. Increase in brand loyalty 2. Improve brand 2. Market brand 2. Increase 2. Exclusivity of cognizance arket Billabongs products shares by (Limited edition line) shares 2. $1,000,000 15% by 2015 3. Improve 3. Customer 3. Increase product oblations Satisfaction rate gratification rate by 10% 3. think of-added 3. $2,500,000 product reversible shorts by 2015 Capabilities 1. scrap of 1. Increase 1. Customers perspective customized by 15% by collaborators / Mass 1. $850,000 products 2015 customization 2. Delivery 2. percent of 2. Reduce 2. Invest in lumber whole tone product failures product worry control / rejections failure by 1. Customization 2. $600,000 20% by 2015 Innovation 1. Number of 1. put on 1.Introduce a Perspective feedback from 15% of platform to collect customers that customer customers feedback 1. Usage of Billabong feedback customers implemented feedback 1. $500,000 Conclusion To be able to differentiate its product crack would give Billabong a competitive march on over the few big instituteers in the market who clear all been competing on the same dimensions for the past hug drug. The focal point is to understand consumers through the CRM system and the instruction is crucial in gear up to design products and activities that appeal to them increasing conversion rate and building loyalty to Billabong.By keeping its mission statement in mind of constantly setting a new ensample in board sports through youthful lifestyle brands and experiences, the brand will be able to increase sales by selling the right product and oblation the best experience. (2096 words) Appendix Appendix A hero sandwich Brands under Billabong Inter national Sub Brand Description Element A line of shoes for technical skate footwear and for girls. Von Zipper Eyewear, accessories and premium apparel targeting the boardsports and general action sports sectors. Kustom Surf godly footwear brand.Palmers Surf Surf hardware brand specialized in the manufacturing of surfboard wax and surfing accessories, including deck trance and legropes. It alike offers an apparel range of t-shirts, boardshorts and walkshorts, as well as workwear. Honolua Surf excite by the iconic Hawaiian waterman and has a strong presence Company in Hawaii. Nixon Offers watches and accessories. Xcel Offers specialty wetsuits and a lie protective product line. Tigerlily Markets swimwear and apparel products in Australia. Sector 9 Skateboard brand specializing in skate longboards. DaKine Engages in the design and development of technical bags and ccessories for the surf, skate, snowboard, ski, mountain bike, windsurf and kite disciplines. RVCA Lifestyle brand offering apparel in the action sports category. Appendix B Consolidated table of issues/opportunities identified Opportunity Customer Increase consumers sensory experience by creating a Billabong Surf Village. Increase relational and selfexpansion appraise by hiring surf enthusiasts to impart knowledge to customers and increase sense of belonging. Encourage a individualized experience by introducing a CRM system which furnishs to individual customer preferences. Introduce a simulated surf machine into selected retail utlets to increase element of fun and encounter entertainment value. Raise status value of Billabong products by increasing exclusivity create limited edition items. Threat Emphasize customers individual identities through customization of boardshorts. Create an incentive for customers to dispose of their Billabong products in an environmentally friendly manner. Launch a tradein program where customers may exchange their old boardshorts for a discount on a new pair. condition take to be add Billabongs products Lower purchaser confidence and their surfer experience on affects discretionary expenditure other avenues beyond price reating price conscious distinction. consumer forward- flavour market of customers under- demographic qualify decreases 15s the customary 15-39 years old sports consumption age conference. increase convergence of surf Increasing convergence of wear and casual costume leads surf wear and casual wearable to opportunities for greater leads to threat of substitute differentiation among surf brands trunk size shift and high Surfwear is decreasing in concerns of soundbox Image leads to popularity and fashionability a trend towards end-user (due to travel trend) customization and advanced(a) shapewear. Growing environmental political relation support, GST appraise onsciousness among reprieve, stronger Australian Australians and the growth of eco dollar bill and break-dance network and ethical turn brands inf rastructure give rise to more e-tailer competitors who offer lower prices and the ability to do price comparison. Innovations in car park surf wear technology and creation of sustainable materials Growth of m-commerce and proliferation of smartphones leads to new retail formats A real driver for growth in the Australian opulence goods market from universal bourgeoisie Australians shows an opportunity for collaboration with opulence fashion brands. Competitors Little differentiations between roducts leads to low switching cost and lower brand loyalty Little differentiations between surfer experience provided by Billabong, Quiksilver and Hurley Surfwear and other shoreward e-tailers poses a strong threat as online buying becomes more popular with Australian customers. Windows shoppers who are online shoppers who try products in physical shop with the intention to buy from an onshore e-tailer. To introduce customer customisation and more innovative surf wear technology into pro duct range Collaborator Customer collaboration through Unsourcing allowing peer-to-peer support among user or through esign collaboration (The Economist 2012) provider Collaboration through collaboration with green supplier for new sustainable materials and green technology like ecosupreme suede to be incorporated into Billabong products Competitor Collaboration to tackle problems which affects the surf wear industry in general to increase overall enliven in the surfing culture or environmental isssues Company High brand awareness, low conversion rate. Convert remaining 54% of those already aware of Billabong into customers. manage down on number of designs, Designs non catering to focus on those popular with consumers needs customers.Re-evaluate which designs are favoured by market. tighten down number of suppliers in order to achieve economies of scale. Appendix C Customer Experience Cycle The Customer Experience Cycle (CEC) explains Billabongs latest value prompting and th e proposed improvements. Fig 1 Customer Experience Cycle Billabongs existing value proposition (red dots) Search mount ? Functional lever W biddy searching for reading somewhat Billabong, customers would entrust a website that provides all that they need in one place, so as to achieve their objective easily. Billabong provides a comprebiddysive website that fulfills this. Sense lever Customers would like an interactive experience when searching for information as it would make things more interesting and break the monotony. ? Linking judge Customers would appreciate having a place that connects them to other pile who may provide information to them. Billabong currently has platforms such as Facebook which facilitate this. ? cheer Value Since Billabong is sells apparel, customers who search are likely to be searching leisurely, and not for urgent purposes. As such, they would enjoy having a fun website which provides information while excessively being engaging.Billabong up loads videos of their team of surfers, which engages the customers. ? Convenience Value Information about Billabong is easily obtained online through its website or at any retail outlet in Australia. Purchase scope ? Functional Value Billabongs retail outlets and its e-commerce platform provide customers with the features infallible to purchase their products, which achieves the desired outcome of buying new products from Billabong. ? Confidence Value W hen purchasing Billabong products online, customers desire for it to be safe and reliable, without the risk of having their credit posting details stolen.Billabong certifies its e-commerce platforms to be safe, using online warranter programs Mcafee Secure and Norton Secured to protect consumers. ? Convenience Value It is important for customers to be able to purchase Billabongs products quickly and easily. For it to be convenient, a store selling their products should be easily accessible. Billabong owns 287 stores in Australas ia (Billabong 2012), even if 50% were in Australia alone, that would be 143 stores, not including its wholesale outlet. This indicates that it should be easy for a consumer to find a store selling Billabong products near to where they are.Purchasing online makes it even more convenient to purchase Billabong products. make use of stage setting ? Functional Value Billabongs products must be able to fulfill the basic purpose that the consumer bought it for. An example would be that boardshorts should be lasting and comfortable to wear, as expected of surf wear. Billabong has been known for its high quality products (Billabong 2012), which indicates that customers are satisfied with the manoeuver of their products. ? Linking Value Billabong customers unavoidableness to be associated and be part of the Billabongs community which brings surfers together.Billabong does this well through various surf events such as Billabong Pipe Masters and Australian Open of Surfing (Billabong 2012). Their Facebook page is also a platform for customers to network with each other. ? Confidence Value Billabong customers desire to set out apparel that can withstand the rough water and weather conditions reliable surf wear that can be worn repeatedly. As mentioned, Billabong has been known for its high quality products which satisfy customers. Billabongs proposed value proposition (blue dots) Search Context ?Relational Value In order to increase a sense of belongingness when customers begin to search for Billabong products, they could start a customer collaboration. Unsourcing An online forum controlled by Billabong, with contributions by customers. They could share about their experience with Billabong products and recommend what to buy (The Economist 2012). Billabong could also hold contests where customers design boardshorts, with the winning design being produced and sold in retail outlets. Customers would feel a part of the Billabong family as they contribute towards the bran d. It also helps Billabong to understand what customers want.Purchase Context ? Sense Value W hen a retail environment stimulates the five senses, it would become a memorable experience for customers. Billabong could open a Surf Village by the beach, where there are a combination of retail outlets, eateries and surf classes are held. Having retail outlets by the sea would also enhance the sight, sound and smell of the Billabong surf experience. ? Relational Value Store assistants should be friendly and able to hold a conversation with customers. Towards high-value customers, they should be able to acknowledge the person by name. This would cause customers to feel a sense of belonging. vanity Value Billabong could adopt a Customer race Management (CRM) system, whereby it tracks purchase history of individual customers. When customers login to the e-commerce platform, the system could provide personalised suggestions for each customer based on their purchase history. It would make the customer feel valued and become a personalised experience. ? Entertainment Value Customers would enjoy a fun experience while shopping at the retail outlet. A simulated surf machine could be placed in selected outlets to entice customers to surf, leading to higher conversion rates.It would be fun and also a way to attract more people to learn surfing. ? Self-Expansion Value In order to facilitate customers tuition experience, Billabong could hire surfer enthusiasts to work as store assistants. Their job would be to engage customers in conversation about surfing skills and knowledge, also to pass on the fondness of surfing to customers. Another idea would be to include a surfing school in Billabongs Surf Village, where newcomers are welcome to take lessons. Every purchase of a pair of Billabong boardshorts could entitle a customer to a discounted price for a surf esson. Hence, customers would be encouraged to introduce in the surfing experience. Use Context ? Status Value As Billabongs target market consists of aspirational surfers as well as actual surfers, they would value apparel that speak of their surfer status. Billabong could aim to raise its status value through sponsorships of surf-related movies. Strong Billabong brand placement could be used in the casts wardrobe, accessories and filmed in its retail outlets. Billabong could also produce limited edition apparel, which only sells for a short season.This would increase its exclusivity as a brand and as a result, increase its status. ? Self-Esteem Value Customers value experiences that emphasize their individual identity. In response to this value, Billabong could create a platform for customization of boardshorts and other surf apparel. It could be designed on Billabongs website and then submitted online, or at the actual retail outlet itself, where computer terminals are available for customers to design the clothes. Wearing clothes that are customized yet branded would increase the customer s sense of identity as an individual. Disposal Context Price Value If customers were able to obtain a hard currency discount when disposing of their old surf apparel, they would make the effort to do so. Billabong could launch a program where customers trade-in their old surf apparel for a discount on their next purchase. ? Self-Esteem Value Australians soak themselves in being environmentallyfriendly, therefore, being able to recycle their surf wear would appeal to them as it emphasizes their identity. ? Convenience Value The cycle surf wear program must be convenient for customers as well, so that it can be done quickly without much effort.Recycling bins could be made available in the shops and customers would allowed to trade in shorts at any of Australias some an(prenominal) Billabong outlets. ? Self-Expansion Value The recycling project would boost customers learning experience and be a new initiative for many. They would learn how to properly dispose of their surf wear t hrough a unused programme. APPENDIX D PEST Analysis General Industry Analysis Billabong Forces (Australia) Implications governmental / Legal ? Push for online retail ? presence Domestic brick-and-mortar retailers must adapt to multi- Australian Retailers channel retailing to stayAssociation (ARA) is pushing competitive. local anesthetic retailers to adopt an online store or march on their ? Rise of local and contrasted current online or mobile internet retailers with wide of the mark presence to facilitate range of surf brands as product, location and strong competitors. possible action hour searches (Euromonitor 2012) ? Carbon Taxes ? Australia is set to introduce a Australia has obligations tax on ampere-second emission in under the mode Change July 2012 which taxes Convention and the Kyoto companies as well as rail Protocol to reduce its transport and domestic help carbon impression aviation for each tonne of Euromonitor 2012) to carbonic acid gas emitted. encourage Au stralia to move towards a clean energy ? future. Apparel industries in Australia are unlikely to be liable however they will feel an indirect impact through various increasing costs, namely through freight and electricity costs. ? There is exploitation consumer scrutiny of the processes used to reconcile and source products. ? Green Sustainability ? industry is to align green The Green Party in Australia credentials with value-for- is today a of import political money fashion. force (Euromonitor 2012). ? obligation Barriers Australian governments ontinued protection of the domestic wearable and The challenge for apparel ? Trade responsibility barriers on foreign export increase the price of goods produced by Billabongs foreign manufacturing industry through the maintenance of (Hawaiian Island Surf & tariff barriers (TPJ Sport) and Californian International 1999) ? competitors Hawaiian (Pacific SunWear). No GST Taxes on imported ? Online channels will become goods a more popul ar shopping Online shoppers have win a choice due to savings from reprieve from goods and taxes and stronger Australian services tax (GST) on dollar. More local retailers mported goods worth less have to catch up with an than A$1,000 (US$1,030). online presence. Economic ? Weaken Consumers ? Creating a price-conscious consumption price being a Confidence Severe floods, the world-wide more important determinant scotch downturn and with consumers expenditure less increased unemployment on clothing by looking for rate from 0. 1% to 5. 2% cheaper options. (Australian authorization of Statistics 2012) have ? Rise of value clothing made weaken consumers available via cheap imports confidence affecting from mainland China or online channels. discretionary expending. ? Many Australian retailers use xtensive and prolong sales ? blow over per capita and activity to coax customers back vividness per capita declined which might not be sustainable between 2005 and 2010 in the long ru n. (Euromonitor 2012). ? delay of the ? Australian dollar Offshore retailers are of interest to local consumers due With an increase of about to appreciation of the 31% against the US dollar Australian dollar and the (April, 2012). 1. 00AUD = relatively lower prices available 1. 05526USD (XE, 17 family line on surf apparels abroad. 2012) Social ? scotch Characteristics of ? Rise in price-conscious consumption consumers want the Australians he best possible value for their Despite the strong economy, a purchases. consumer vox populi survey conducted by the Boston Consulting assemblage (BCG) ? This includes measures such as revealed that Australian postponement for the next inevitable shoppers were among the most disturbed and financially wave of industry-wide price unfixed in the Developed slashing, purchasing less items World, with many planning or pursuit value offerings additional reductions in their through mass merchandisers, discretionary spending shift down to a l ower price (Euromonitor 2012). band. ? ? Consumers seek clothing suited automobile trunk Image o all body shapes and sizes. According to a survey Garments that coddle and conducted by Mission compliment a range of body Australia on 30,000 under-25 types are a crucial aspect of the participants Body Image is trend towards end-user apparently the number one customization. concern for young Australians, frontward of the environment and family issues. ? Shift in fairish body size ? Sportswear have great potential Men in Australia are also for design features that cater to undergoing a body size shift. big body sizes, with The average male slant innovations in shapewear and rose from 77. 4kg in 1989-1990 ther performance-enhancing to 83. 6kg in 2004-2005 support garments. (Euromonitor 2012). Weight gain is not just due to ? Compression card-playing garments fat, with muscle bulk deemed are likely to drive growth in preferred by many Aussie sportswear as consumers blokes. become better informed about their benefits for optimum muscle performance and recovery. ? Demographic shift ? Critically, there will be a squeeze As seen in fastest-growing age on the traditionally core 15-39 band over the coming decade year old sports consumption age will be the over-65s, followed band. by the under-15s (Euromonitor 012). ? showy refinement ? Apparel items can provide a key Sporting activities play a incentive to participating in central role in Australian physical activity and sports. This cultural life signifies a growing need for well- Australians are currently designed and correctly-fitting encouraged to adapt simple, clothing which enhance day-to-day changes for better performance as well as injury health as part of the Measure prevention. Up nationwide existence awareness campaign (Euromonitor 2012) ? Extreme sports/expeditions ? specialiser apparel is facing challenge to go consumer is currently ranked as no. 10 nterest in sport with growing in a Euromonitor demand for value fashion as International from FDS seen in the example of Stella Internationals Supporting McCartney has a line of Sport survey as one of the sportswear with Adidas. top 10 self reported sports interest (Euromonitor 2012). ? Beach Culture ? Australian male has always prided himself on being laid back With the considerable majority of and casual, this impulse has Australians living inwardly a short been replaced among many by distance from the beach, the an urge to succeed and reflected order of the beach culture by the greater demand for suits, s significant, particularly in dress shirts and ties. However Sydney and up the einsteinium coast there must be strong emphasis of Queensland. This was on how price conscious their reflected by Australian fashion tastes tended to consumers spending of A$29 become. per capita spending on swimwear (Euromonitor 2012). ? Dressing Down ? Euromonitor (May 2012) also Inexpensive, everyday fashion has steadily become the primary revealed trends of Australians type of fashion purchased by bandaging down in times of Australian shoppers. economic uncertainty. Australians are dressing down and filling their wardrobes with nexpensive, clothing, according to the deoxyadenosine monophosphate Capital Shopping Centres Shopping goal Report (2012). ? Attitude to Luxury Products / function ? There is a real driver for growth in the Australian extravagance goods market coming from ordinary research by American Express patronage Insights published on fashion website middle-class Australians who are looking to splash out on something special. This shows fashioinmag. com appears to an opportunity for collaboration underpin the appeal of luxury with luxury fashion brands. products and services to a new group of luxury consumers, referred to as the newcomers, who are not articularly rich but who are spending a lot in high-end fashion and restaurants (Euromonitor 2012). By 2010, newcomers share of luxury spending rep resented 14% of the total luxury spending in Australia. ? Domestic Holidays ? though there is a rising outward touristry due to the Australia contains a wide appreciation of the Australian variety of holiday options dollar and cheap fares from low in spite of appearance its own borders making cost carriers, domestic holidays Domestic holidays typically are lull more common involve visits to the hoidenish and outnumbers the number of coastal areas that are in close oreign holidays taken by near proximity to Australias major cities. ? guild to one (Euromonitor 2012). Given various choices for ? This reveals an opportunity to types of holidays, market boardsports as a tourism respondents ranked nature activity within Australia holidays, (beaches, especially in coastal areas like waterways, wilderness and Secret Harbour (Perth), Noosa wildlife) setoff in terms of (Sunsine Coast), Bondi Beach interest, followed by holidays (Sydney), Boomerang Beach involving relaxation, health ( Pacific Palms) and many more and indulgence (travelintelligence. com) entertainment, nightlife and hopping arts, culture, history and hereditary pattern and food and wine. ? Key principal motivations lav tourism includes to get away from everyday life, and to do/experience something new. some other motives also include to master a skill and to engage in thought-provoking physical activities (Cooperative Research Centre for sustainable Tourism) ? Eco Consciousness ? among Australian Eco-friendly brands are tip to show upbeat growth consumers over the next five years, albeit from a low base. Deadly bushfires in Southeastern Australia and prolonged periods of drought across the region have brought issues of climate