BILLABONG ELLEN KLEYWEG

HISTORY
Billabong was started in the Gold Coast of
Australia by an avid surfer, Gordon Merchant.
In 1973 he started hand sewing boardshorts
for surfers. In order to withstand the harsh
elements of the ocean and a surfer's daily life
they used a unique triple-stitching technique
which became a hit with locals.

DIGITAL MARKETING
Instagram: Posts are split between promoting swimsuits and
clothing. When promoting new lines has multiple posts one
including the collaborators and another with the line in action.
Doesn’t have opportunities for engagement with followers.
Twitter: Posts are only videos that alternate between showing
their wetsuits on professional surfers to a demonstration video
of their new snowboarding gear. Doesn’t allow for any
interaction with followers.
Tik Tok: Posts are small clips from company short films of
surfing, or snowboarding trips so customers can see the
products in action. Doesn’t build off any popular trends that are
on the app which might bring in more potential customers.
Website: The homepage splits in half making a men’s side and a
women’s side, and then has different categories of apparel. Has
a beachy and adventurous atmosphere with product pictures of
people posing on the beach or in warm and tropical
environments.
Problem
The women's apparel is missing a large
amount of potential customers that is due to
their very narrow target market of selling
products such as, swimsuits and surf gear.
Disregarding their other products such as
sweaters and jeans that can be worn by a
larger market. There are no marketing
efforts in this direction currently.
Target Audience
Current: Ages 18-24, active outdoors with
different types of boardsports, live near
bodies of water or snow with year-round
access.
Potential: Expand to people in places with
all seasons to use different products over
the course of the year.

SOCIAL MEDIA
INSTAGRAM: @BILLABONG @BILLABONGWOMENS
TWITER: @BILLABONG1973 @BILLABONGWOMENS
TIK TOK: @BILLABONG @BILLABONGWOMENS