Triumph has revamped its eCommerce platform and is rolling out a new store concept, fresh from the release of its landmark consumer study.
Speaking with Ragtrader, Triumph head of marketing AU NZ Alana Jones said the brand’s modernised eCommerce platform will be a place where content and community merge.
“Individual choice has been given to the consumer as they choose how they wish to view products, model or product view as well as select the size (12B, 12D, 16DD) in which they would like to see them - so that they best reflect their own cup size.
"We continue to leverage the key characteristics that have helped to build the brand loyalty over the years, such as: functionality, trustworthiness, elegance - but will add a renewed sense of excitement across all visual and communications touchpoints as well its product design, to forge a truly emotional connection with consumers."
Jones said that consumers can now use Triumph’s online guided style finder to find the right bra, use a bra size calculator, book a virtual bra fitting, and sign up for store-based events and activities. This includes access to brand-generated content.
Triumph has also expanded its merchandise offer, highlighting its Sloggi brand, and its international capsule collection that is available direct from Singapore.
"As we continue to explore new products to fulfil women’s evolving needs. We also embrace the comfort trend event further, with innovative design in the non-wired category - along with the notion of ‘dress up’ to fulfil new categories, whether through lingerie, colour or modern shapewear foundations."
Jones continued, saying the eCommerce revamp in line with the Triumph rebrand took eight months from concept to launch. A cross-functional global project team worked with internal creative agencies, website developers, UX and UI designers.
“This also incorporated new photography standards captured across the entire product catalogue,” Jones revealed.
“The initial Triumph website design was robustly tested early in the project and in core markets around the globe to ensure we build a layout that was inspiring, on brand and functional.
“Triumph’s new eCommerce platform is a place where content and community truly merge.”
Jones said its updating its eCommerce business and DTC is a growth strategy for Triumph.
“DTC and the eCommerce channel provides Triumph the opportunity to showcase all the brand has to offer including exclusive collections, personalised and best-in-class service levels.”
New store concept
In addition to its eCommerce and merchandise upgrade, Triumph has revamped its retail operations.
The brand is widely distributed across Australia, in department stores, independent retailers, with a core focus on its direct-to-consumer retail and eCommerce channels.
"Globally, we have designed a new store concept, designed to convey a stronger and more immersive brand experience," Jones said. "New modular product displays will incorporate digital touches and tactile components to offer customers a seamless, premium retail journey that transforms a bra fitting into a personal and truly ambient, ceremonial-type experience.
“Every single aspect of the new store concept has been expertly designed to create the most immersive brand experience – a much-needed step in Triumph’s modernisation.
“We also continue to modernise our size, inclusivity and design excellence in bestsellers."
Jones continued, saying the new store concept design focuses on creating light, intimate spaces that accentuate its lingerie line. Triumph will roll out these stores in 2023.
“In Australia and New Zealand, we also plan to elevate our existing layouts in key partner store concepts by applying features of the new design.”
Triumph operates four retail stores throughout Queensland, with plans to expand interstate and into New Zealand in 2023. According to Jones, the business model includes intimate apparel footprints in department stores and specialty stores across AU NZ.
Consumer insights
This drive toward improving customer experience is buoyed by recent customer research, which Jones noted has granted access into the mind of Triumph’s consumer base.
“Australian women want to be listened to and have their needs met,” Jones said. “It is integral that we are always basing our future opportunities off their requests.
“Utilising the diversity of responses, we will be able to tailor make future campaigns, products and future brand messages, so they are meaningful to our consumers.”
Jones further noted that the fashion industry is “incredibly saturated”, with the bra industry even more niche.
“On top of this, the lingerie industry has long-established stereotypes that women have felt the need to conform to - be that a representation of what the industry has defined as ‘sexy’ or ‘comfortable’,” she said.
“Through consumer analysis and direct engagement with our Triumph community, we aim to observe opportunities and lead direction of trends and innovation in the intimate apparel industry.”
This trajectory has been highlighted in the brand’s recent global launch of its new campaign, off the back of Triumph’s customer insight research via 20,000 women across the globe.
The campaign was tailored for OOH, VOD, display, while “working with targeting capabilities for affinity between audiences and messaging,” said Jones.
“The channel mix for the campaign has evolved, with attention to relevance and personalisation at the forefront.
“We also refreshed our communications with our media partners. We’ve engaged long-term and newly identified brand ambassadors to elevate awareness through personalised and authentic storytelling, which has generated really positive and insightful feedback from consumers.
Jones said the new campaign celebrates the individuality of women, “and we are already seeing this in abundance.”
“We have had an overwhelming positive response and have discovered some amazing insights from our Triumph community,” Jones continued.
“We found that now, more than ever, women are embracing body confidence as they are, and over 50% of women feel less pressure to conform to a body standard.
“The celebration of women’s individuality will form the guiding principle for all brand activity from SS22 onwards and is set to propel the brand into a future, which is still very much driven by the ever-evolving needs and lifestyles of women, all around the world.”