Etude de cas Aubade

Case Study - Aubade

History

Created in 1875 by Doctor Bernard, a corset specialist, the Aubade brand was founded in 1958, when panties were essential elements of women’s lingerie collections.

In 1960, Aubade decides to give a fashion twist to this new industry. It is the first brand to create colour matching bras and underwear, following the changing seasons. The goal of Aubade is to make the act of buying underwear a pleasure, and not a necessity through impertinent and provocative communication campaigns.

That's why they launch in 1992 a very provocative campaign called "Leçons de seduction", trying to match the evolution of the women in the society.

Aubade is today a brand very lucrative generating over 20 millions of benefits for the group Calida which it belongs to, thanks to a progress in sales of more than 10% in 2010.

Company Structure

Positioning

Aubade's force is that they claim that seduction is for everyone, no matter the size or no matter the age, so they can touch a very large panel of people. Aubade has a really strong visual identity. They want to create a luxurious brand, with the tendency to see a form of art in lingerie.

Even though they try to seduce everyone, in reality the target is more women between 25 and 50 years old.

Market Analysis

French women, with around 2,5 billion euro expenditures are the biggest consumers of lingerie in Europe after the brits and the Germans.

Luxurious lingerie is a mature market with a very strong concurrency, but still progressing of 1,7% in 2015. This augmentation may be explained by the change in women's minds, because nowadays, lingerie is not just a necessity, it is also a form of pleasure and seduction.

There is a direct concurrency, because Aubade is not the only brand basing its marketing on the luxurious side. Brands such as Lise Charmel, Chantelle or Barbara or big competitors. But there is also an indirect concurrency because of supermarkets developing their own brand such as Tex for Carrefour, with very low costs.

But the lingerie industry is now facing new problems: the aging of the population, and the passivity of men to new products.

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Marketing strategies

Future

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