EXCLUSIVE: Aubade eyes global expansion in 60th anniversary year

The new Femme Glamour set launching for AW18.The new Femme Glamour set launching for AW18.

French heritage brand Aubade has set its sights on expanding its presence in international markets, including the UK, following an internal shake-up.

The luxury label, which celebrates its 60th anniversary this year, invited trade press to its Paris headquarters last week to present a new communication strategy and explain its plans to bring classic French lingerie to the rest of Europe.

Deputy manager Martina Brown has been on a mission to internationalise the brand since she joined the company two years ago, and in 2017, her plans were set in motion.

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“We want to take this wonderful diamond that has been created here and make it known and to internationalise it,” she explained at the press event.

Martina Brown 1

Aubade deputy managing director Martina Brown.

Over the last 12 months, Aubade has come up with three strategic pillars – adapting its sizing with bigger cups and smaller backs; launching permanent basic lines and reinforcing its luxury erotic range; and innovating components and materials to modernise its collections and improve comfort.

“We have already made a lot of progress with this,” said Brown.

Aubade has also launched a new campaign, ‘Do You Speak Aubade?’, as part of a more global communication strategy.

For 25 years, Aubade has been teaching the French market about seduction with its famous “Lessons in Seduction” campaign, but the brand wanted to shake things up for its 60th anniversary.

The new Femme Sensuelle range launching for AW18.

The new Femme Sensuelle range launching for AW18.

In new ads, lessons are replaced with sensual body language, evoking emotion and desire.

“Do you speak Aubade?” is an invitation to start a conversation in which each woman can use her own language to express her femininity. This sentence is universally understood and encourages conversation,” Aubade said in a statement.

Aubade has recently employed PR agencies to share these messages with the UK and the rest of Europe.

The brand has also poached Pierre Garnier, the former international business director at Vanity Fair Brands Europe (VFB), and Carol Johnson, ex-country manager for the UK and Ireland at VFB, to come on board in the same roles.

“[Garnier] will approach new clients, negotiate and make us known outside of France. But he needed the products first, so that’s why we had to wait until now. Harrods, for example, works mainly with basics,” Brown told Lingerie Insight in an exclusive interview. “We are making progress but, of course, distribution takes time.”

Read the January edition of Lingerie Insight and click back on Lingerieinsight.com to read the full interview with Martina Brown.

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