Triumph reveals new branding and identity, pushes for revitalised retail experience

Lingerie brand Triumph has refreshed its global brand vision and visual identity. A key part of the change is the modernisation of its logo and removal of the iconic crown. According to a statement from the brand, this evolution aims to underline Triumph’s philosophy that all women should wholeheartedly be able to embrace who they are.

According to a statement from Triumph, in a post-COVID world, consumers want brands that have evolved and their intimates are no different. It is also natural for a historical brand to engage in transformation to remain relevant and adapt to the new changes to better suit women’s current needs. The new direction is based on customer research which is pivotal in the brand’s new vision.

The brand’s vision is to celebrate individuality that will see an entirely new look and feel that is authentic, fresh and modern, said Triumph, in a press statement. As part of the rebrand, Triumph carried out extensive research and concept testing, including feedback and input from 20,000 women globally. The insights releaved that now, more than ever, women are re-evaluating what truly matters in their lives and that they do not want to be represented in a generic or unrelatable way.

“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’. This has naturally become an outdated notion that simply does not resonate and as such, women are increasingly engaging with brands that understand them as individuals and that appreciate the complexities of the modern lives they lead, as opposed to being judged and defined by their bodies,” said the brand.

For the autumn winter collection (AW22) Triumph Flex Smart collection was launched together with the new branding. The Flex Smart collection is an underwear concept that follows the unique movements of a woman’s body. No two bodies or busts are identical. As the brand continues to celebrate the uniqueness of all women, the theme of adaptability has become ever-more important in its product innovations. Flex Smart embodies this change as a range that adapts to each woman’s movement and body, whilst being comfortable and versatile.

A new store concept, designed to convey a stronger and more immersive brand experience will also be unveiled.

New product displays will incorporating digital touch points and tactile components will also be set up to offer customers a seamless, premium retail journey that transforms bra fitting into a personalised experience. “Every single aspect of the new store concept has been expertly designed to create a space where each individual feels special and unique,” said Trumph. On the e-commerce front, the platform will be revitalised with a modernised look and feel and will be a place where content and community truly merge.

Customers will be able to browse their local store pages and signup for store-based events and activities, book in-store or virtual bra fittings, as well as have access to relevant, brand-generated content. Individual choice will be given back to the consumer as they will be able to choose how they wish to view products as well as select the size in which they would like to see them, so that they best reflect their own cup size. 

Driving this new positioning forward will be a campaign which will showcase the brand’s visual narrative and go beyond product promotion. The campaigns will be designed as authentic tributes to women, celebrating their individuality, their multi-faceted lives and differences and ultimately creating a fundamentally different point of view that challenges historical representations that have come before.

To further facilitate this shift in branding, engaging KOLs in the new branding and Flex Smart launch form a critical part in kickstarting the soft power movement by being the leaders in getting personal with other females. This is done through sharing their pivotal life moments, which is also an opportunity for the KOLs to share how Triumph is championing women and celebrating their journey with them by empowering them.

By creating real and relatable imagery that makes each and every woman feel represented and understood, Triumph hopes to create a deep-rooted and emotional connection with both existing and new customers.

Paul Gautier, Triumph’s global head of brands said, “Our vision is to strive for a world where all women can embrace their individuality wholeheartedly. It is all about fostering an individual connection and emotive experience with our consumers, through each and every touchpoint that they come into contact with. From the products they purchase, the images they see, through to their purchase experience, both online and in-store. We want to create a consistently memorable consumer journey by being distinctive, inspirational and relevant.”

Some of the salient changes to the brand are manifested in the form of a logo change, refreshed website, brand essences, typography, photography, and tone of voice. Triumph is rebranding globally.

Ogilvy is Triumph’s appointed PR agency in Singapore, Malaysia, Taiwan, Hong Kong, and China.

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