Aubade on the lingerie market

Résumé du document

Aubade has managed to become one of the most famous lingerie brands on the French market, basically owing to the impact of the publicity campaign led by Ann-Charlotte Pasquier since 1992. Aubade has always innovated without renouncing to the basics. Its product line kept to the basic shapes and materials but evolved along with fashion. It has been a judicious choice, as far as they kept on making colored and printed lingerie, which as always been a specialty of the brand which is highly fashionable.

Extraits

[...] It has been a judicious choice, as far as they kept on making colored and printed lingerie, which as always been a specialty of the brand and is really fashionable today. Aubade's weaknesses It is a small sized firm The main handicap of Aubade is that it is a small sized firm. This feature of the company has brought about to other frailties: the lack of diversification of the brand and its deficiency in exportation. It lacks of diversification The product line remains very tight. [...]

[...] -Its campaign may loose impact Aubade started its publicity campaign in 1992. At the time it was a very innovative and somewhat provocative campaign. Indeed, no lingerie brand had never made such a campaign. It has been a real success, and reached its main objective, which was to make the brand famous and one of a kind. This campaign then has been continued so as to reinforce Aubade's brand image. Without any doubt, anyone would recognize an Aubade's poster even if the brand name was erased from it! [...]

[...] But after eight years of such a campaign, we may wonder if it is not going to loose its impact as time passes by. Consumers might one day get rid of this campaign, and then Aubade may loose customers. The other risk for Aubade is that this campaign has given the company a very strong brand image. Aubade evokes feminine seduction and humor. This might be a drawback if Aubade one day decides to create new types of product-lines, and enter the men and children underwear market for instance. [...]

[...] Its attempts to expand on the international market are slowed by the concurrence of multinational brands such as Victoria's Secret who benefit from a huge economic power that enables them to spread around the world. On the opposite, Aubade's power on the international market is still weak. Opportunities and threats Opportunity: The lingerie market is growing The main opportunity for Aubade to develop is that the lingerie market is currently growing. The number of sales has increased significantly during the last years, and especially the medium-high quality lingerie market. [...]