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Triumph striving to be India’s top lingerie brand

Triumph striving to be Indias top lingerie brand 002Triumph a marquee brand has been crafting, innovating and creating high quality lingerie for over a century. All its products are created with love for detail, inspired by respect and dedication and perfectly made to fit the modern women. Elaborating on its recent collection, Jennifer Kapasi, Commercial Director, India & Sri Lanka, Triumph says, “In our current range, we have lingerie for every occasion, for different types of outfits and every stage of a woman’s life. From beginner bras that offer low to medium support for the years between a girl and a woman, to T-shirt bras and comfortable cotton bras for everyday wear, to luxurious lace lingerie for weddings and special occasions.” The brand also has maternity bras designed keeping in view the comfort of a new mom. And bras that offer high support for women in mature stages of life and special ‘minimizer bras’ that visually minimise the bust by one size. Triumph is also one of the few brands in India that cater to larger cup sizes with bras that go up-to a H cup! Another important category is shapewear, which includes tummy tuckers, high waist panties and shaping shorts etc.”

Expansion in sports bra range

This year, Triumph has expanded its Triaction Sports bra range with the launch of a new global high-Triumph striving to be Indias top lingerie brand 001performance collection. Triaction offers the ultimate sportswear solution for modern active women who desire sports bras to not only perform but also offer true comfort with style. Boasting the best bounce control levels on the market, offering versatile fits and ensuring superior comfort, Triaction can support women effortlessly throughout the day. It features a Studio and a Cardio collection, which cater to different consumer and workout needs. The Studio collection is ideal for all low to medium intensity activities whereas the Cardio collection offers exceptional support for high intensity activities.

For Spring/Summer ’18, Triaction by Triumph introduced a new concept, Magic Motion Pro. This iconic style features the highest bounce control, versatile straps and the innovative Magic Wire Air technology. Also part of the launch are the Hybrid Lite and Extreme Lite bras in the Cardio range and Free Motion N in the Studio range. Adds Kapasi, “As for Triumph, our focus this year is to bring internationally loved products such as the globally bestselling ‘Sculpting Sensation’ series featuring Magic Wire innovation and the ‘Airy Sensation’ series featuring breathable Spacer cups. Also launched were new styles in the ‘Beauty-Full’ collection designed for curvy women and its popular ‘True Curves’ and ‘Pure Essence’ collection.

Market share

Triumph is amongst the top three lingerie brands named by consumers and brand partners alike and owns almost 35 per cent market share in modern trade at present. The brand has been awarded the ‘Best Lingerie Brand’ by Shoppers Stop for the third year in a row. Triumph mainly operates in the mass premium category whereas most of the unorganised players are in the lower priced segment, so they do not have a major impact on its market share. However, it does focus on educating the more value conscious customer on the importance of good quality lingerie and benefits they will get from an expertly crafted Triumph product.

Sales vision

Triumph’s penetration into the Indian market is extremely strong with presence across all sales channels. Its distribution spans across more than 75 cities (direct supply) with more than 1,000 points of sale. It has a significanct online retail presence with all the major e-commerce platforms. Triumph has been growing at a healthy 30 per cent year on year, which exceeds the industry average as the mass-premium and premium category grown by 25 per cent. “We expect to continue with above average industry growth this year as well. We want to be India’s number one lingerie brand that no woman can do without. To do so, we will have to focus on higher consumer education in Tier II and III cities, as well as expand our retail footprint in these cities. We are looking into building up our luxury and niche segments to bring our Indian collections at par with the international range as well as increase our presence in the e-commerce,” informs Kapasi.

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