Triumph: Powering inclusivity & diversity in lingerie marketing

With over a century of expertise and innovation, Triumph International stands as a beacon of quality and sophistication in the realm of lingerie. From its humble beginnings in 1886 in Heubach, Germany, to its current status as a global leader headquartered in Bad Zurzach, Switzerland, Triumph has continually pushed the boundaries of design and comfort.

With his finger on the pulse of the industry, Bhavin Devpuria, Marketing Head, Triumph International - India and Sri Lanka, has been instrumental in shaping Triumph’s marketing strategies, ensuring they resonate with their diverse audience. In conversation with Adgully, Bhavin Devpuria delves into Triumph’s rich history and its evolution into a powerhouse in the world of intimate apparel. He sheds light on the brand’s latest campaign – ‘Take me as I am’ – a testament to Triumph’s commitment to empowering women and celebrating individuality. He also explores the pivotal role of social media and influencers in Triumph’s success story, highlighting the brand’s adaptability in the ever-changing landscape of digital marketing.

As Marketing Head, what marketing strategies have you found most effective in the lingerie industry, specifically tailored to the Indian markets?

We employ two primary strategies tailored to the Indian lingerie market: communication (tactical) and saliency (brand building). In India, maintaining visibility is crucial, especially in the digital realm. Therefore, we adopt a staggered but consistent approach, running an “Always On” campaign to consistently engage with consumers, targeting the upper funnel to ensure our brand is part of their consideration set. Simultaneously, we focus on building brand saliency by reinforcing our presence in the lower funnel, strengthening brand affinity and driving conversions. This dual strategy enables us to effectively navigate the dynamic Indian market, ensuring that we remain top-of-mind for consumers while also fostering long-term brand loyalty and growth.

Triumph International has come up with its latest campaign – ‘Take Me As I Am’. Could you share some insights into the core objective and thought behind this campaign?

‘Take me as I am’ invites women to embrace their authentic selves unapologetically. Under the overarching campaign of ‘It’s Personal’, we have delved into the intimate connection between self-perception and personal style. At the heart of the campaign is a captivating video that follows a woman through various moods and phases of her day, each represented by a different body type and personality. From confident and graceful to playful and bubbly, Triumph showcases diversity by featuring three distinct models: a fit model, a plus-size model, and a model with an average Indian body type sporting short hair. Each model exudes confidence and poise, effortlessly showcasing Triumph’s range of bras tailored to different bust sizes and lifestyles.

How do you navigate cultural sensitivities and differences when developing marketing campaigns for diverse markets like India and Sri Lanka?

In navigating the complexities of cultural diversity within markets like India, particularly with regards to lingerie, we adopt a nuanced approach that balances modern realities with respect for cultural sensitivities. Recognizing the evolving adaptability of urban women across diverse cultural landscapes, our marketing campaigns feature imagery that includes both covered and uncovered styles. This deliberate choice ensures inclusivity and relevance while catering to the preferences of a broad audience. Moreover, we engage closely with local communities and experts to gain insights into cultural nuances, allowing us to develop campaigns that authentically represent the diversity of women's experiences. By prioritizing sensitivity and inclusivity in our messaging, we aim to empower women to embrace their individuality while honoring the richness of cultural differences within India.

With the rise of e-commerce, how has Triumph International adapted its marketing approach to cater to online consumers while maintaining a strong presence in physical stores?

We prioritize accessibility for consumers in Tier 2-3 towns by expanding our presence on online marketplaces where physical stores may be limited. Recognizing lingerie’s significance, we offer online resources like a Bust calculator alongside lifestyle imagery and engaging content. Embracing digital marketing strategies such as targeted ads, social media campaigns, and SEO, we tailor efforts to resonate with online shoppers, enhancing brand visibility. This approach aims to emulate in-store experiences, providing comprehensive information and relatable visuals. With our omni-channel strategy, we ensure seamless integration, offering a consistent brand experience. By prioritizing online accessibility and engagement, we aim to deliver a personalized shopping experience, irrespective of consumers’ location or shopping preferences.

Influencer marketing has become increasingly popular. Could you share insights into how Triumph International leverages influencers to reach and connect with its target audience?

Influencer marketing holds a pivotal role in our strategy, particularly focusing on Micro and Nano influencers predominantly from Tier 2 towns. These influencers resonate closely with our target audience, ensuring relevance and authenticity in our campaigns. Collaborating with them yields remarkable engagement rates, often reaching up to 17% to 20%, owing to the genuine and compelling content they create.

By prioritizing these smaller-scale influencers, we unlock opportunities for more authentic and relatable storytelling, ultimately enhancing brand saliency and fostering stronger affinity towards Triumph. Their localized influence and genuine connections with followers contribute significantly to our outreach efforts, allowing us to establish deeper connections with our target audience while amplifying our brand message effectively.

How have you seen the lingerie industry developing, as earlier lingerie campaigns were considered more of a taboo? Have you seen any changes in the perception of people?

Over time, the lingerie industry has shifted from taboo to celebration and empowerment. Previously, lingerie campaigns were restricted due to societal taboos surrounding discussions of intimate apparel. However, recent years have seen a notable change in perception. Campaigns now embrace diverse body types and identities, reflecting evolving societal attitudes towards body positivity and self-expression. Social media platforms have played a pivotal role, enabling brands to engage openly with consumers and foster discussions around lingerie. This shift signifies a broader societal move towards inclusivity and empowerment, where lingerie is viewed as a means of self-care, confidence-building, and personal expression, rather than solely a taboo subject matter.

Data-driven marketing is crucial in today’s landscape. How does Triumph International utilize customer data to personalize marketing efforts and improve ROI?

Data plays a pivotal role in Triumph International’s marketing endeavours, shaping our strategies and enhancing consumer engagement. Initiatives like the Bra Fit Challenge enable us to gather valuable insights into consumer preferences and behaviors, guiding future campaign customization. By tailoring our approach to suit the conservative inclinations of certain markets, we ensure relevance and resonance with our diverse audience across states.

Additionally, our presence on online marketplaces provides invaluable data on product trends, informing our keyword strategies and maximizing Return on Ad Spend (ROAS). This data-driven approach allows us to pivot towards offering premium experiences rather than solely focusing on discounts, particularly resonating with consumers in Tier 2-3 towns who seek elevated brand interactions.

Continuously unlocking actionable insights from data helps us optimize advertising strategies, allocating budget towards channels and campaigns that yield the highest returns. This approach maximizes the efficiency of our marketing investments while refining strategies based on performance metrics and feedback.

What role does Social Media play in Triumph International’s marketing strategy, and how do you measure its impact on brand awareness and sales?

Social media plays a central role in Triumph International’s marketing strategy, leveraging Instagramable content that resonates with consumer desires. We implement affinity-based targeting through social media and Meta ads, focusing on upper funnel engagement to drive traffic to our direct-to-consumer (D2C) site, in.triumph.com. By aligning our content with consumer preferences and utilizing precise targeting, we effectively recruit new consumers and nurture relationships through our online platform. This strategy not only enhances brand visibility, but also fosters meaningful connections with our audience, ultimately driving sales and reinforcing Triumph’s presence in the digital landscape.

Looking ahead, what trends do you foresee shaping the future of lingerie marketing, and how is Triumph International preparing to adapt to these changes?

Looking ahead, we anticipate several key trends shaping the future of lingerie marketing. Emphasis on inclusivity and diversity will continue to grow, with our commitment to showcasing a wide range of body types. The rise of e-commerce necessitates innovative online experiences. Additionally, personalization is crucial, with us leveraging customer data for tailored recommendations and marketing messages. By prioritizing inclusivity, digital innovation, and personalization, we are poised to adapt effectively to the evolving landscape of lingerie marketing.