STARTING with A/W 2015/16, lingerie brand Aubade, which is operated by Calida, is to propose a number of more upmarket models as well as complementary items featuring more exclusive fabrics or more sophisticated designs. The objective is to introduce more variety and some elements of rarity into the range rather than to re-position it. At the same time, the brand is to launch a separate line of bodys featuring three different shapes as well as a range of legwear with some 15 designs. These include a mix’n match concept intended to generate multiple purchases in its retail stores.
The broader range could be a response to the 4 per cent sales decline suffered in the first half of the 2014 fiscal year, the first such setback in five years.