In the sector of lingerie for men, targeting women is crucial because purchases are often prescribed or carried out by them. For brands, the issue is difficult because they have to talk to both men and women.
In 2013, the Aubade brand introduced a new strategy to conquer the male audience. « In 2003, we launched a menswear collection, but after the takeover by the Calida Group in 2005, the strategy was focused on retail development, Strengthening product was then used to serve our feminine universe. (…) Today, the women’s collection plan and the network (fifty shops) have reached a certain maturity, we can tackle the men’s market, and even more interesting since it is stable « said Claire Masson, brand manager. (1)