Underwear label Triumph refreshes brand vision to ‘remain relevant’

German, family-owned lingerie brand Triumph has diversified its product offer and refreshed its brand vision. Alana Jones, head of marketing at Triumph Australia, described the transformation as “only natural” for a historical brand to remain relevant.

“Women’s lives, attitudes, wants and needs are forever developing, and as such, brands need to move and adapt alongside them,” she said.

The brand says it aims to “contemporise” the fits of its products to suit the “ever-evolving underwear landscape better”.

Triumph surveyed 20,000 females worldwide to understand a “monumental shift” taking place in their lives. The brand says women no longer wish to engage with brands promoting toxic or unrealistic body stereotypes.

The survey concluded that consumers are “seeking out” brands that understand them as individuals taking all their complexities and nuances into consideration.

“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,” said Jones.

Coinciding with this renewal, the brand’s new Spring/Summer 22 season includes new products and sizings celebrating women’s individuality. The season is led by a variety of Shape Smart Syles which includes an adaptable underwear concept called Triumph Flex Smart – which follows the unique movements of a woman’s body and supports them.

Likewise, Triumph’s Fit Smart collection also features material that physically adapts to the body and adjusts to meet individual needs. A new wire-free Shape Smart bra has been designed to enhance and accentuate women’s natural curves, available in 35 size variations.