Lingerie brand a Triumph of longevity

Lingerie brand Triumph is set to radically overhaul its existing offering in an attempt to bury its "nana" image forever. The 122-year-old brand is set to ramp up its positioning in the global market by introducing a new logo, new product categories and an expansive new marketing program aimed at driving Triumph towards a more "fashionable future".

Part of the change would see the brand's three sub-brands further consolidated to cover the company's 20 to 50-plus core consumer. It will also allow the brand to tackle competitors Berlei, Fayreform, Bendon, Davenport and Lovable head on.

Triumph national marketing manager Lynda Bundock said the traditional Triumph market was not so much defined by age as by the wearer's product requirements. While reluctant to disclose the cost of the restructure, Bundock described the investment in the change as "considerable".

The repositioning was not a case of turning its back on its traditional market, but opening up the possibility to secure new customers, she said.

"It has been said that Triumph has a bit of a 'nana' image. The Triumph market has always been a very loyal market - something we have been very sensitive towards in working on the repositioning. We don't want to lose this market, we want to open the market up to new target groups."

The new product categories introduced by the brand include the launch of 'Beautiful', a fashionable lingerie range designed for DD to G cups that would allow Triumph to reach a market Bundock said had been "hungry for product for many years".

The brand also intends launching a second range, Miss Triumph, aimed at consumers aged between 20 and 40 who the brand described as "early adopters who desire the latest must-haves and integrate them into their wardrobes immediately".

Bundock said Triumph intended cementing the changes with a continuation of its "You are wonderful" advertising campaign first launched earlier this year and would launch additional campaigns through consumer press.

"The new advertising design translates Triumph's personality into an attractive consumer experience. It aims to generate appeal and desire, being able to touch people emotionally. There is a softer, more feminine feel to photography which aims to engage the consumer and create a presence while advertising the product."

By Tracey Porter