Intercultural Management | Case study assignment: | Lingerie in Arab Countries: Aubade case | | Leïla BERRMOUN | 08/02/2011 |

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Intercultural Management
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Case study assignment

Introduction
Aubade has managed to become one of the most famous lingerie brands on the French market, basically thanks to the impact of the publicity campaign: “Leçon N°…” since 1992. Aubade benefits from a real know how inherited from its past as a small sized traditional firm.
The Aubade’s strategy consists in providing high quality products but at reasonable prices. But their product line remains very tight. .
And now the French brand tends to develop internationally. But this international expansion of the brand still represents a small amount of sales. Aubade basically remains a national firm. Its attempts to expand on the international market are slowed by the concurrence of multinational brands such as Victoria's Secret who benefit from a huge economic power that enables them to spread around the world. On the opposite, Aubade's power on the international market is still weak.

What about Arabic countries to develop theirs ranges?
How to develop this market without offending potential customers?

Analysis of cultural differences:
Dress is more traditional in Saudi Arabia, and less traditional in Egypt. Traditional Arab dress features the full length body cover (abaya, jilbāb, or chador) and veil (hijab). Concerns of modesty are the reason for the dress. The most devoted women cover their faces as well as the bodies in veils. Rural women, who typically work in the fields, may wear less restrictive garments lighter in color and weight.
In Arab countries the main religion is Islam. Sex in this culture is very taboo. We cannot imagine the Aubade’s ad in Egypt or Syria.
For example in Egypt most of the