Brahmaki
Monica Nera
Angel Ruche
Marame
Hissa Line
UK sustainable swimwear label
Necessie
Proche Studio
Sally Skoufis
Short answer. Fundal Media runs paid acquisition, Klaviyo and Shopify conversion for Australian fashion brands, including streetwear, and for brands expanding into Australia. For Australia we plan for the opposite season and a drop calendar built around it, Afterpay and Zip at checkout, Australia Post and courier delivery with honest times across a large country, AUD pricing, a customer who compares Australian brands against UK and US ones, and, for Australian brands, expansion into the UK, the US and Europe with the season flipped.
The Australian fashion customer
She is used to shopping internationally, so an Australian brand is competing with London and Los Angeles for her attention and her basket. She pays with Afterpay or Zip, she expects free shipping over a threshold, and she is patient with delivery times as long as they are honest, because she lives in a large country. She buys streetwear, swim and resort wear in a way few markets do, and she buys them in November and December when the northern hemisphere is buying coats.
The season
Everything a European agency knows about the fashion calendar is upside down in Australia. Summer collections drop in September and October, Black Friday lands in early summer, and the January sale is a summer sale. A brand that runs on a northern calendar in Australia is selling the wrong season, and an Australian brand expanding north has to flip its entire drop and creative calendar. We have done both directions.
What the store needs
AUD pricing. Afterpay and Zip. A free shipping threshold with honest delivery times by state, because Perth is not Sydney. Australia Post or a courier the customer trusts. Free or simple returns with a domestic returns address. And for a brand expanding in, duties and GST handled at checkout.
What changes in the ad account
Australia is large enough for broad targeting to work well and small enough that creative fatigue arrives faster than in the US. Streetwear and drop led brands do well on the two layer structure in advertising a fashion brand on a drop calendar. Afterpay in the copy lifts conversion on mid market brands. The Klaviyo calendar follows the southern season.
Australian brands going north
We have worked with Australian streetwear and fashion brands on their drops at home and on the question of the UK, the US and Europe. The flipped season is an advantage if it is planned for: an Australian summer collection is a northern resort collection, and the drop calendar can be run in both hemispheres from one catalogue. The process is in launching a fashion brand in a new market, and the service is international expansion.
Working with us from Australia
The time difference to Denmark is real, and we work around it: calls in the Australian late afternoon or evening, which is the Danish morning, a live dashboard for everything in between, and a written report every month. Several of our Australian clients have never needed to change their working day for us.
Questions on this
Do you work with Australian fashion brands?
Yes. We have run Australian streetwear and fashion accounts, and worked with Australian brands on expansion into the UK, the US and Europe.
What is different about fashion advertising in Australia?
The opposite season, which flips the drop calendar and puts Black Friday in early summer; Afterpay and Zip at checkout; honest delivery times across a large country; and a customer who buys from UK and US brands directly.
How do you handle the time difference?
Calls in the Australian morning, a live dashboard and a written monthly report. It works for the Australian clients we have.