Lingerie brand Triumph is rolling out a brand repositioning alongside a new range of lingerie as it looks to modernise and attract younger, fashion-conscious women.
The 120-year-old brand wants younger women to reappraise it.
The grand refresh has been rolling out globally this year and reached Australia last week.
This is alongside the world first launch of 'Magic Wire' lingerie innovation that replaces traditional under wire with silicon moulding to offer more comfort.
The range is part of Triumph's plans to update its image and also position itself better around the quality of its fitting services.
Triumph head of brand Nicola Hodgeson said the aim is to change consumer mindsets in Australia.
She told sister website AdNews: “The perception of Triumph [in Australia] in the past is that it's seen as an older brand – what we find is that when people come into the brand they find there's something for everybody. The brand refresh is where we're going and trying to get to a younger consumer and make them recognise the importance of a good fitting brand and how that links to fashion and making other fashions fit better.
“The range will absolutely deliver to those [younger, fashion conscious women].”
Triumph is aiming to sell more than a product – it wants to sell the services of its professional bra stylists as a step towards women achieving confidence and empowerment.
It is working with retail partners including Myer, which is the first retailer globally to sell the Magic Wire range, to encourage women to go into stores and get a professional fitting and emphasising the impact a good fitting bra can have.
It has also introduced an online booking system in Brisbane and will roll it out nationally.
“The first piece of the evolution is that brands need to change over time and change with their consumers. That's the really important thing – the relevance to consumers. We evolved the logo to have a more feminine look that women can connect with,” said Hodgson.
“It's been a long time since there's been any innovation in the intimates category. There's a lot of product out there – so getting across the value of our product and the fit is part of our message. Fitting comes before the product, as a brand we’ve been doing it such a long time it's the essence of everything we do a big part of empowering female confidence is a well fitting bra.”
Triumph appointed Hodgson in January and has been working on rolling out a new positioning across all its brand assets including advertising and in-store.
This story first appeared on sister website AdNews.