“New styles in our globally loved Armourette family for the Spring ’19 season bring a world of lightness, playing with lace, contrasting lining and transparency,” says Jennifer Kapasi, Head of Operations (India), Triumph International. The brand recently launched three new bra collections:
Magic Wire Collection: The latest bra to be introduced in this series is the Sculpting Sensation bra which features innovative soft touch wire along with built-in stabilisers that give a comfortable fit allow maximum freedom of movement. “The bra fits softly against the skin. Its innovative materials sculpt the body, feeling almost like a second skin,” notes Kapasi.
Spacer Cup Collection: This collection features the Modern Finesse bra and the Airy Sensation bra. These products feature innovative new spacer cup technology and are made from new, 3D breathable and lightweight Spacer fabric that is both comfortable and invisible under garments. “The multi-layer fabric system in these bras enhances airflow and breathability by four times,” adds Kapasi .
Triaction: “These innovative sports bras beautifully showcase Triumph’s expertise in fit and innovation and boast the best bounce control levels in the market – tested and certified by a world-renowned research group in breast health at the University of Portsmouth,” adds Kapasi.
In 2018, Triaction introduced a new concept, Magic Motion® Pro. “This latest addition to the cardio series offers versatility, softness and breathability thanks to its soft-touch Magic Wire Air innovation,” states Kapasi. This year’s collection also introduces Hybrid Lite – featuring breathable spacer cups and Extreme Light in the Cardio range and Free Motion N in the Studio range.
Beauty-Full: Triumph’s Beauty-full collection is tailor-made for fuller busted women. Designed keeping in mind the fullness of the bust, these bras have larger volume in the cups compared to regular bras.
Supporting women through products, solutions
Triumph, for the last 130 years, has been supporting women through their products, giving the feeling of total confidence and providing fit solutions for all shapes and sizes. Its new campaign #TogetherWeTriumph “is a bold statement of empowerment, of strength, reflected through a series of 'real life' moments where kindness and understanding shines through each of the short scenes,” observes Kapasi.
Expands retail presence, builds on luxury, niche segments
The brand has been recording healthy double digit growth year on year, and exceeds the industry average by almost double. “We expect to continue with this above average industry growth this year as well,” affirms Kapasi adding, “our penetration into the Indian market is strong with presence across all sales channels. Our distribution spans across more than 75 cities (direct supply) with more than 1,000 points of sale. We have a significant online retail presence with all major e-commerce platforms.” This year, the brand plans to expand its retail presence and focus on expanding its e-commerce portfolio.
“Our focus will also be on building our luxury and niche segments. There is scope to expand into Tier II, III cities where there is growing demand for high-quality lingerie,” adds Kapasi.
Feel-good factor gains significance
With innerwear making a big difference to a woman’s wardrobe, Triumph sees a trend away from a mere functional need-based to emotional need-base. “There is increasing awareness about the right ‘fit’ of lingerie, though there is still a long way to go. Younger generation is not afraid to experiment with colors, cuts and designs,” states Kapasi. “Lingerie as a fashion statement and ‘feel-good factor’ is gaining more and more significance. With the rise of working women and disposable income, women are not hesitant to spend on lingerie, especially when it makes them look and feel good,” he adds.