CLIENT OF THE WEEK: Triumph flaunts latest wares - Triumph’s marketing chief knows what women really want, Jade Garrett reports

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 problems.

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

problems.



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

says.



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.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).