Rip Curl is a brand  highly associated with Australian culture, as its original tagline was: “Surf clothing made by surfers for surfers”. Rip Curl was a built on the foundations of the growing surf scene in the ’60s in Victoria, Australia, and had grown to become one of the largest surf brands competing with the names of Billabong & Quicksilver. 

 

Rip Curl has a simply strategy when it comes to marketing, and that is to play heavily on what it’s best at. Which is representing the laid-back Aussie culture, through perfect images of tropical beaches, very clear and consistent marketing across all platforms. This includes campaigns such as: “Like Wearing nothing”.

Also consistent with the campaign “The Search” where Rip Curl display the most perfect surf destinations and use this to display new products or features.

Rip Curl manages to maintain the following aspects:

– Good positioning in relation to fierce competition

– Keep their identity in relation to their historical consumer

– Attract new followers of the brand

– Keep the notion of pleasure in mind

Australia is surrounded by coastline, and Rip Curl has been extremely successful in converting their brand from a surfer-only oriented brand to becoming a mainstream clothing brand that most Australians consider as high quality beach, water-sport or general clothing. Rip Curl stores are located in nearly every shopping mall across Australia, with many stand-alone stores very close to beaches. The visibility of the brand is second to none and is recognisable by surfers and beach-goers across Australia.