Triumph’s innovative marketing strategy

Popular international high street lingerie brand Triumph

has decided to address the delicate art of selling innerwear to the Indian ladies in a more scientific way. This endeavor is aimed at helping consumers to not only feel at ease but also understand what could be the perfect buy. Thorsten Allenstein, MD for India and Sri Lanka says findings from the biggest market research the company conducted in India have gone into the merchandise and store design. In an initiative called ‘Colour Me Pretty’ based on consumer insight, Triumph has begun to make lingerie in colors other than the popular black, white and fawn as a result of this study. By mid-November, Triumph will have over 30 exclusive stores functioning across India and the new stores will all be housed in malls as consumers prefer to shop there rather than the high street, which is slowly phasing itself out.

The ‘Colour Me Pretty’ concept celebrates intimate moments in the daily life of a woman with its elegant and alluring collection of innerwear, sleepwear and leisure wear. Triumph states that fashion and elegance go hand-in-hand when the body is structured to give it maximum advantage with the appropriate innerwear and that’s where Triumph steps in, with its hot, innovative and shaping lingerie. The current trend according to Triumph is all about innerwear as outerwear. Structured and cut out bra tops, the rage on international catwalks these days, provide a tantalizing glimpse of femininity under tailored and curve defining tops and dresses. Triumph advises Indian women to layer textures by using sheer innerwear under trendy cotton tops, creating a sense of freshness and cool, that’s essential in a tropical environment like India.