‘‘Take Me As I Am’ is a campaign that celebrates women’s authentic selves. It is urging them to embrace their individuality but at the same time unapologetically. It is built on the overarching theme, ‘ #ItsPersonal’ because embracing yourself and taking you as you are is absolutely individualistic, hence it is personal by exploring the intimate connection between your self-perception and personal style,” says Bhavin Devpuria, Marketing Head, Triumph International - India and Sri Lanka on the brand’s recent campaign. The campaign video features diverse models who represent different body types and personalities, showcasing the brand’s commitment to inclusivity and empowerment.
Commenting on the media mix used Devpuria says, “Our media mix has evolved over the years. We are spoilt for choices as a consumer and as a marketer but it is important we don’t spread ourselves too thin. Hence, digital plays the most important role….Digital marketing plays the centre of our entire strategy.” With the focus on reaching out to their target women audience, Triumph’s media mix now communicates to women not only in the metros but also in the Tier II and Tier III towns. Triumph’s SEO strategy is also tailored to resonate with the online shopping experience by showcasing the store experience for the online consumer. He adds, “Our omni-channel strategy ensures seamless integration offering a consistent brand experience across channels.”
The other important part of the mix is influencer marketing with the brand collaborating with nano-influencers and micro-influencers from Tier II towns to resonate with the audience. The brand has seen great results with engagement rates of 17% to 20% which also amplifies brand messaging.
Triumph International follows a franchisee model and has a presence across multi-retail outlets. The brand is present in over 1,500 points including departmental stores and mom-and-pop stores. The company launched its first exclusive in India in 2022 and currently, Triumph has 18 stores across the country, with plans to open more exclusive stores in the future. Triumph launched its own D2C site in March last year and is present across all marketplaces. The omnichannel presence means that Triumph offers a consumer looking for a physical connect, the in-store experience; a discount-seeking consumer visits marketplaces while the loyal Triumph consumer makes their way to the brand’s website. He adds, “Online is one channel that we are banking big on especially on marketplaces. As and when we see an increase in urbanisation, many women shop online because of the accessibility.”
Commenting on trends that the category has witnessed, Devpuria says, "We see a lot of urbanisation. What used to be a Tier III town is a Tier II town now; what used to be a Tier II town is a Tier I town now; and metros itself would have a Tier III, Tier II and Tier I town, especially when you look at NCR and Navi Mumbai.” He highlights that women are moving away from the regular beige and black colours and looking to experiment with more lifestyle and fashionable lingerie.
2023 was "a little rocky” for the company as in-store walk-in estimation did not meet expectations. However, Devpuria is optimistic for 2024 and says, “Our objective is clear. We do see a number of walk-ins that are coming back and all of this is for the experience. So, 2024 looks like a good year for us.” Looking ahead, in addition to increasing its store count, Triumph is looking to expand its footprint – franchisee and traditional retail, focus on opening in more experiential department stores and strengthen its presence on marketplaces.
