SINGAPORE — Triumph International is poised to launch its first line of shapewear designed exclusively for Asian women, called Shape Sensation.
The collection is slated to hit stores in September.
The line will consist of six pieces, ranging from corsets to long-leg girdles and high-waisted panties. Triumph said the colors would vary seasonally, with the current collection predominantly in purple, beige and black.
Triumph is promoting Shape Sensation primarily for its skin care benefits. The shapewear is made from Novarel Firming Fabric, which is engineered with built-in microcapsules that release a moisturizing agent when in direct contact with skin.
“This is the first time this particular fabric has been used,” said Uta Witting, Triumph’s head of design for Asia. “If [the moisturizer] is in the finishing…it only lasts for 20 to 30 washes. Encapsulated moisturizer stays in.”
Triumph, which claims to be the only European brand that produces shaping intimates for Asian women, said in press materials that the moisturizing properties will remain for up to 100 washes.
Shape Sensation was in development for 18 months. During the testing process, Triumph arranged for groups of 30 women to try shapewear in their respective sizes. Witting said only one change was made to adjust a style that was chafing the skin.
Though slimmer physiques suggest that shapewear might be less popular with Asian women, Triumph has been selling shapewear for the region for years.
Witting said that designing for Asian women requires accommodating for a “different body shape,” noting that Asian women are more likely to be ‘I-shaped’ with a somewhat streamlined figure.
“European women are more likely to be of an ‘S-shape’ with a fuller bust and hip,” she explained.
Witting added that another difference in female figures was that Asian women tend to use shapewear for shaping the figure, instead of toning, which is popular with European women. For instance, certain Shape Sensation pieces were designed to lift the bottom, she said.
The use of advanced fabrics could be an attempt by Triumph to revitalize its image in Asia. The company, which celebrated its 40th anniversary in Singapore this month, has a somewhat dowdy image due to its popularity with middle-aged women in the region.
Shape Sensation pieces will retail for between 169 and 269 Singapore dollars, or around $135 and $215. Allowing for currency adjustments, prices will remain roughly similar throughout the region.
Triumph declined to provide sales projections.
The company wasn’t able to provide a total number of points of sale throughout Asia, though it said it will sell the collection in 10 territories across Greater China and Southeast Asia. In Singapore, it has about 60 points of sale.