For almost 137 years, Triumph International has stood as an unwavering pillar of comfort, intuition, and empowerment in the realm of women's intimate wear. Since its inception in 1886, Triumph has ceaselessly redefined the standards of lingerie, combining a rich legacy with an innovative spirit. Bhavin Devpuria, Marketing Head - India & Sri Lanka, Triumph Group, sheds light on the brand's profound philosophy, strategic vision, and its unwavering commitment to revolutionizing the lingerie industry.
The brand's journey has been marked by an unparalleled commitment to crafting comfort for women. With an experience that spans over a century, Triumph has transcended routine practices to focus on intuition, creating a legacy of comfort that goes beyond mere functionality. Bhavin emphasizes that their enduring success lies in its ability to understand and address the ever-evolving desires of women.
Crafting Comfort with Intuition
Triumph International's evolution is rooted in the belief that comfort is not just a product but an intuitive creation. Their "made to measure" approach has allowed the brand to personalize the lingerie experience, making comfort the ultimate goal for every woman. Bhavin articulates Triumph's philosophy, stating, "It's no more about doing the same thing at the same time; it's about being a little bit more intuitive."
In an industry where mass appeal often takes precedence, Triumph distinguishes itself by fostering a one-to-one relationship with its consumers. Bhavin expresses the brand's commitment to maintaining this personalized connection, making "made to measure" an integral part of Triumph's success. We are not super aggressive in terms of our communication. We test, build, and scale. Our strategy is absolutely simple – test the market, build on the consumer, and consolidate our position," he states.
Inclusivity in Cup Sizes and Designs
Triumph's commitment to inclusivity is reflected in its diverse product range, offering options up to 42 G. Bhavin highlights the brand's awareness of India's diverse body types, emphasizing the importance of providing products for anyone and everyone. This commitment to inclusivity extends to designs that cater to the unique preferences and styles of Triumph's diverse consumer base.
Triumph's strategic expansion into Tier II and Tier III cities is a testament to its understanding of the evolving landscape of women's empowerment. Bhavin explains that the women, particularly in metros, has paved the way for growth in smaller cities. Triumph employs a meticulous approach, testing waters both offline and online before expanding, ensuring a seamless transition.
"We test waters offline and online. If both matrices work well for us, that's where we go with our expansion," he adds.
Smart Series: Innovating for Comfort
Triumph's commitment to innovation is embodied in its Smart Series, featuring lines like Shape, Smart Fit, and Smart Flex. Bhavin introduces Flexsmart as a revolutionary product that seamlessly adapts to the wearer's body, showcasing Triumph's dedication to creating new experiences for women.
"Flexsmart is breathable, moves with your body, and uses advanced AI technology. We continuously innovate to provide the best possible comfort."
Despite the challenges faced in 2023, Triumph remains optimistic about 2024, with plans to expand franchise stores, increase retail presence, and launch new products. Bhavin envisions a brand that is visible, salient, and built on a legacy of customer trust. "We are confident in expanding our franchise stores, increasing retail presence, and maintaining our legacy as a brand synonymous with trust and comfort." Currently they have around 1000 retail touchpoints. The brands is envisioning a 1200 figure in the coming year, as well as expand their franchisee stores from 18 to 30.
New technological advancements and the growth of the digital space have led various sectors to embrace innovation and adaptation. The fast-moving consumer goods (FMCG) sector, in particular, has rapidly shifted in that direction by joining hands with the e-commerce industry. McKinsey reveals that e-commerce sales in the consumer goods industry are projected to reach $1.8 trillion by 2025, a fourfold increase from the last decade. In the face of intense competition and a high turnover volume in the sector, Artificial Intelligence emerges as a crucial differentiator in helping brands stay ahead of the curve.
Artificial Intelligence plays a vital role in bringing consumers closer to the brand. An ongoing challenge within the FMCG industry is for accurate consumer insights to enhance data-backed decision-making. Insights AI combines advanced AI technologies like Emotion AI, Behavior AI, and Generative AI, to ensure brands get in-depth consumer behavior data. These technologies help brands understand the expectations and preferences of target audiences and provide accurate data for efficient decision-making.
As with any other industry, consumer needs and expectations in the FMCG sector are ever-evolving. AI's ability to access and process vast data sets allows brands to tailor their marketing strategies quickly and effectively in line with the requirements of the target audience. With the inclusion of Insights AI, the Indian FMCG industry could witness a significant improvement in the cost and quality of products and services.
One of the most crucial aspects of any FMCG product lies in its ability to resonate with the consumer. Here is where understanding the emotions and behaviors of the consumer towards the product becomes important. Insights AI plays a vital role in bringing these insights closer to the brand in several ways.
Insights AI can create exceptional value for the FMCG brands thriving in e-commerce. 29.1 percent of consumers believe that AI can be better utilized in providing personalized product recommendations, while 33 percent agree on its function to provide optimized search results. It can decode an individual’s purchase history and demographic information to create personalized shopping experiences for its consumers.
As one of the industries undergoing a major change due to Insights AI technologies, let us look at some of the ways it is creating a difference today.
1) Consumer Research: Insights AI can gather data and feedback on the path to consumers' purchase journeys- from looking at a product ad to completing a purchase on a website. It helps provide deep, unbiased insights, which ultimately provide a seamless shopping experience.
2) Marketing Communications: FMCG can benefit immensely in creating targeted and personalized campaigns that truly resonate with their target audience by understanding what consumers like and dislike.
3) Content and Media Testing: Brands can optimize the visual appeal and engagement across various content formats, such as ads, videos, social media posts, etc., by testing content and media pre and post-launch.
4) Pack Design and Shelf Placement Testing: FMCG brands can test their pack designs and shelf placements using Insights AI, which analyzes the shopper’s purchase intent, stopping, holding, and closing powers to make products stand out.
5) New Product Development: Validate your concepts, opinions, and ideas before a new product is developed to ensure that you are not completely relying on your gut instinct and guesswork.
While AI has a huge potential for FMCG brands to scale and improve, its widespread adoption also raises concerns about data privacy and ethical considerations. The heavy reliance on consumer data for insights also means transparency is a key priority in AI.
AI-led disruption in the FMCG sector is not just a possibility- it is already happening. From optimizing strategies to personalized recommendations, AI is leading the way for the FMCG sector to thrive- in the e-commerce space and beyond. With the continuous evolution of technology and fierce competition in the market, the need for products and brands to stand out is imperative, especially among FMCG players. As such, brands must remain agile, adaptive, and customer-centric in their approach toward AI to deliver meaningful experiences for the end consumers.
Ranjan Kumar is the Founder and CEO of Entropik – research integrated platform powered by AI. He is an engineer from IIT Kharagpur, has invested most of his time working with soft computing, neural computing, and deep learning. Ranjan has worked with distinctive firms like ONGC Ltd and ITC Ltd, after which he turned an entrepreneur with Oyeparty.com in 2012. He has also headed business at Citrus Payments, a fintech company, giving the division exponential growth under his leadership.
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