As a veteran of the Intimate Apparel business, I would be hard pressed to say that I was not familiar with the 125+ year old Triumph brand. They have dominated European and Asian markets for well over a century. Ensconced in their German/Swiss heritage, the Triumph name has long been equated with technical innovation and volume driven design. Witness here the Amourette collection which has sold over 60 million units since its inception in the 1960’s, a clear testament to the Triumph fit machine. In the past year there have been clear signs leaving me thinking that this Intimate powerhouse was headed to North America and at the their showrooms last week, their intent was clear. They are here for the duration.
My respect for their global achievements aside, successful entry into a completely different cultural market requires a great deal of due diligence. So my merchandising radar lit up when I learned that Jos Berry, founder and director of Concepts Paris, had taken on the mantle of Creative Director. As the award winning leader of the premiere trend, forecasting and design consultancy service in the lingerie industry, her vision has informed many flourishing intimate collections throughout her career. Besides lending her ingenuity to Triumph’s brand equity, she has spearheaded the creation of the company’s new bridge collection, Essence, launching in Fall 2014. A collaboration of rich ornamentation and technical acumen is embraced by modern shapes that provide a visual fashion feast adding yet another layer to the multi-function Triumph portfolio. The final samples are gorgeous. I am certain that Triumph will be a contender. Inquiries: mario.pace@triumph.com
“Everything Yields To Diligence” ~Antiphanes
