Having been present in India for over 32 years, Triumph aims to help Indian women find their right fit. Bhavin Devpuria, Head of Marketing for Triumph International in India and Sri Lanka, tells us what it's like for an international brand to adapt its messaging for the local market so as to resonate with consumers. Corsets to Couture Triumph started as a small, six-employee-led corset factory in Germany.
They soon ventured into manufacturing brassieres as a response to the declining demand for corsets. From the get-go, the brand championed adapting to change to stay ahead of the curve. Through continuous innovation and product expansion, today, they enjoy their space as a dominant force in the lingerie market with a presence in over 120 countries around the world.
Lingerie has also evolved into a lifestyle product that is greatly influenced by seasons and trends in the way that mainstream fashion is. Every new season and trend demands a new collection. Behind the Seams Urbanisation, the availability of information, the increasing number of women office-goers and a higher purchasing power are factors that let the lingerie market enjoy its 9.
9% CAGR in the Asia Pacific region. Bhavin tells us that promoting lingerie is not so easy in Asia and India. In traditional above-the-line campaigns, there needs to be a coverup in the imagery for it to get approved.
Often, even their Google campaigns get rejected. “The digital-first strategy works best as the campaigns are much more ta.
