Twenty years ago the concept of a range of clothing basics as a 'Superbrand' would have seemed absurd. Few ever see your underwear; a sweatshirt is a sweatshirt; baby clothes are wash 'n wear. How could a Bonds tag hope to make our brand of basics more highly valued and desired than those of our competitors?

To make the task harder still, most successful brands have a tightly defined market. Ours is 'everyone': all ages, all demographics… everyone.

A challenge indeed. But become a 'Superbrand' is exactly what Bonds has done:

• Bonds was recently ranked in the top 10 most valuable brands in Australia (out of 1456).
  (Source: 2006 Brand Asset Valuator, GP Y&R)
• Almost 4 out of 5 Australian teens think Bonds is the No. 1 clothing brand that reflects their values.
  (Source: Dolly Youth Monitor, 07/08)
• In 2008, Bonds was ranked the fifth most authentic brand in Australia (out of 104 leading Australian brands).
  (Source: Principals Synovate, 08)

The secret has been managing the Bonds brand with passion, vision and realising its potential by spotting trends others don't and taking them to market with perfectly executed campaigns.

Our history (including Chesty Bond who turned 70 in 2008) is rich and to be leveraged. But there's a thin line between 'old favourite' and 'old fashioned' and the key to Bonds' success is to be contemporary and forever surprising our customers by being one step ahead.

Bonds ambassadors, particularly Sarah Murdoch and Pat Rafter, have played a key role in our success. This year, cricketer Michael Clarke joined our team to help us continue to keep Bonds' public face fresh.

Along the way Bonds has invented many new words that are now part of the Australian vernacular: Hipsters, Hoodies, Hi-Tops and others such as Chesty, Cottontails and Easysuit.

And we're not about to rest on our laurels. Pacific Brands is as committed as ever to maintaining Bonds' momentum and giving all Australians the confidence to look good and feel good every day.