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Aubade redefines its strategy in India by e-commerce tool

03
Feb '09
After entering the Indian market in 2003 and becoming the first International Lingerie brand in the Luxury category to come to India, Aubade has crossed different hurdles on its way to success in India.

With one shop in Mumbai located at Quorum, Phoenix Mills and then later in Delhi, Square 1 Mall, Aubade had to rethink its strategy for the Indian market taking into consideration the difficulties to find the right environment for the brand at the right price considering the high rentals prevailing in the Indian retail scenario which makes any venture in Luxury retail in India a real challenge.

Nevertheless the brand has had a very good response and managed to build a good base of loyal customers enjoying the high quality in design and fabrics offered by the brand.

After closing down the stores, F. Moutounet who is at the back of this venture continued the business by developing "private appointment" for her clients based in Mumbai and delivering all over India by courier after exchange of emails....

That is when the new idea to develop the business started.

Considering that Aubade corporate French website attracts on a daily basis more than 5000 people which becomes 1.5 lack per month and more than 1 million pages seen, it was discovered that more and more people from India were visiting the French website. When Aubade arrived in India, no one knew about the brand which enjoys a very good recall all over the world thanks to its campaign : the Lessons of Seduction.

Today India is always ranked around the 15th position in terms of destination which shows all the work undertaken in 4 years and the success of word of mouth.

To capture this opportunity and develop it into business, an Indian version of the website has been developed and recently opened.www.aubadeindia.com. It gives the possibility to anyone in India to order the sexy lingerie on line directly from home.

Moreover it allows to send the "sexy" pictures to friends or lovers thanks to a nice ecard application which should definitely become a popular feature.

Again Aubade is innovating with this strategy by being the first Luxury Lingerie available for eshoppers in India...
Of course for those residing in Mumbai, we meet clients on special appointment basis.

All this is good news when Valentine's Day is around the corner.

Aubade


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