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.
[...] 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 and is really fashionable today. Aubade's weaknesses It is a small sized firm The main weakness 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. [...]
[...] Aubade still suffers from a lack of exports Aubade tends to develop internationally. It has retailers in 40 countries round the world to this day. But this international expansion of the brand still represents a small amount of sales. Aubade basically remains a national firm. 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. [...]
[...] Threats - Aubade has new competitors on the French market Basically, the main threats for Aubade on the lingerie market come from the foreign brands that are currently entering the French market. Those emerging brands have the same target as Aubade, but have a greater promotional means and sales force. Then, we can fear that Aubade will prove unable to be competitive to face such brands. -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 ever made such a campaign. [...]
[...] 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. [...]
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