November 28, 2017 by Chris Kilkus
Aubade Wants Consumers to Talk Back
PARIS — French lingerie label Aubade is gearing up to celebrate its 60th anniversary next year with a change of communications strategy that will encourage its consumers to talk back.
With the “Parlez-vous Aubade?” tagline and the #SpeakAubade hashtag, the brand is seeking to internationalize its footprint, especially in Western Europe, and modernize its way of connecting with its clients.
“I arrived two years ago with the mission to take this beautiful diamond and internationalize it,” explained Aubade deputy managing director Martina Brown at a recent event for trade press that included a presentation at the company’s Paris headquarters and a visit to the Paris Opera to see a performance of Mozart’s “The Clemency of Titus.”
Similar events, intended to highlight the brand’s Parisian heritage and outline its new positioning, will be hosted for consumer press in April next year and for digital influencers next September.
Since Brown joined the company, owned by Swiss company Calida, Aubade has diversified its offer by introducing a broader range of cup sizes and more basic items. A collaboration for fall 2016 with Christian Lacroix was a particular success.
“We are working to modernize the French look, to modernize the comfort,” Brown explained. “Comfort and sexiness shouldn’t be a