Swiss lingerie firm Triumph International wants to empower women — from the waist up — with a new, international campaign called Stand Up For Fit. The 128-year-old company is this year aiming to fit 100,000 women with the right size bra, at their own stores and other points of sale.
As part of the campaign, the $2.4 billion intimate apparel and underwear company is also producing stand-up comedy-style skits that will appear online, and reflect how women engage with their bras. The skits will launch in April, and will be written and performed by female stand-up comics from Europe and the U.S.
“Our aim is to show how well we know our customer,” said Eszter Szijarto, Triumph’s global marketing manager. “The comics will be acting on behalf of the customer, mirroring their tones of voice, and the way they talk to each other. Fit has always been at the core of the company, and it’s where we want to innovate.”
The campaign also includes print advertising and in-store marketing.
Late last year, the company, whose brands include Triumph, Sloggi, Valisère and Hom, also launched The Triumph Fit Finder, an online service and app that aims to educate women about fit and lets them book a fitting appointment online at Triumph’s nearest point of sale. The service is available in about 20 markets.
The campaign stems from recent research by Triumph. In a worldwide survey of 10,000 women regarding fit, the company found that 64 percent of women are wearing the wrong size bra, choosing on the basis of color, fashion, style and sexiness.
Of that 64 percent, 29 percent know they are wearing the wrong size. In addition, 73 percent of women agreed that badly fitting underwear can make or break their working day.
The survey also showed that 64 percent of Italian women have been fitted for a bra in the past six months, compared with 42 percent in France, 37 percent in the U.K., 35 percent in the U.S. and 25 percent in Germany.
Triumph’s Stand Up For Fit campaign will also stretch to the U.S., where the company has only just begun to establish its footprint.
In May, Triumph will open its third U.S. unit, at the Garden State Plaza mall in Paramus, N.J. The space will span 3,500 square feet, and will be the company’s largest retail outpost in the U.S.
Last August, Triumph opened its first American stores, at the Walt Whitman Shops and Roosevelt Field mall in Huntington Station and Garden City, N.Y., respectively. It launched a U.S. e-commerce site in November.
Triumph stores are owned and run by the brand. The company — which describes itself as the only major lingerie brand that controls the entire value chain, from design and development to production and retailing — said it also plans to sell the collection in the U.S. through “select” multibrand retailers.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye