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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.
This story first appeared in the January 27, 2014 issue of WWD. Subscribe Today.
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.