Aigle Case Study

 FINAL

 WRITTEN

 REPORT

How can Aigle enter the Norwegian market ?

 Camilla Johansen – Gabriel Rateau – Alejandro Reguero – Estelle Audigé

I n t e r c u l t u r a l

  c o m m u n i c a t i o n

  D e c e m b e r

  2 0 1 5

CONTENT

I.

Introduction

a. History of the brand

b. Aigle in numbers

II.

Image analysis

III. Communication strategy

a. Lifestyle

b. Heritage and novelty

c. Nature and fashion

d. Innovatives partnerships

e. Aigle and social networks

IV. Market analysis

a. Competitors

b. Consumers targeted

V.

Enter the Norwegian market

a. Challenge or opportunity

b. How to communicate in Norway

c. Local competitors

d. Hofstede analysis

e. Targeting plan

VI. Conclusion

2

I.

Introduction

1. History of the brand

At the begining, the brand dressed farmer of Beauce, a

typical rural region in France, and the mariner of Bretagne, the

brand Aigle had totally revisited her collections and her

positionning. Nowadays, tries to add to her core caracteristic,

fonctionality, a particular lifestyle influence.Established in 1853 by

the American Hiram Hutchinson under the name “A l’Aigle”, the

company is said to have invented the rubber boot. Until then,

French farmers had to make do with wooden clogs. Suddenly,

affordable footwear to keep their feet clean and dry was available.

The boots are reported to have been an instant success and, to the

present day, Aigle is reputed to manufacture the most durable boots on the market.

In 1920, an other family of products enrich the existing...