The latest Triumph bra, Flaunt, began life two years ago when
Malcolm Vagg, the brand sales and marketing manager, placed an ad in a
Swindon local paper encouraging big-breasted women to tell him their
Six months and 600 replies later, he claims to have achieved an accurate
idea of what the average young woman with at least a DD breast size
wants from her underwear. Flaunt was the result and was launched last
week with a press and poster campaign from Delaney Fletcher Bozell
(Campaign, 16 October).
So how does a 54-year-old man know how to identify the lingerie
preferences of 18- to 25-year-old women? ’These girls couldn’t wait to
share their problems,’ Vagg says. ’They were very clear they wanted bras
with smooth cups, low plunge lines and pretty tailoring, so that’s what
we’ve given them.’
At the same time that Wonderbra is introducing its new model, Triumph
has also signed a new face to launch Flaunt. Kelly Brook, an 18-year-old
British model, is likely to stay with Triumph for the next year, at
which time Vagg says he will be considering other names.
He is unconcerned at the coincidental timing of both launches. ’We knew
what we wanted to achieve and that’s what’s important. Their approach is
brilliant but different,’ he says.
The latest advertising also marks a change of focus for Triumph. ’While
we have retained some elements from previous work, like the black
backdrop, we are now concentrating on the product itself. Previous
advertising tended to be about Triumph the brand.’
And Brook won’t dominate the coverage. ’It has to say product first and
Kelly second. We don’t want her taking over the whole thing,’ Vagg
He joined Triumph as a salesman in 1967. Now his career involves talking
to voluptuous women about their underwear requirements and meeting
glamorous models on shoots.
Understandably, Vagg is happy in his work.