Interview with Mr Jan Rosenberg

The corset-maker, Johann Gottfried Spiesshofer, and the businessman, Michael Braun, set up the Spiesshofer & Braun corset factory. With six sewing machines and a staff of six they start producing corsetry in a barn. The location: Heubach in Wuerttemberg, Germany. The company expands rapidly in the heyday of the German corset industry: by 1890 the staff already numbers 150. In 1894 the first supply agreement for export is signed and the company starts exporting to England.

Spiesshofer and Braun recognise the need for a memorable trademark – one that is equally understandable in every country. The exciting idea comes to Johann Gottfried Spiesshofer when he sees the Arc de Triomphe in Paris – “Triumph” becomes the trademark. The company develops new export markets and quickly achieves the position of the leading manufacturer of undergarments in Europe.

The foundation stone is laid for international expansion: the firm fits out its first branch abroad in Bad Zurzach, Switzerland. 44 years later the worldwide holding of Triumph International will develop from it. In the Thirties, Triumph grows to become Europe’s largest corsetry manufacturer and in 1936, the year of the Berlin Olympics, the company proudly celebrates its 50th birthday.

Triumph introduces very stylish lingerie fashion shows - for the first time the models do not wear leotards under the garments but march past with the lingerie on their bare skin. “More fashion for underwear” is the message in 1957 at the first Triumph Show in London’s Royal Albert Hall. The next show follows at the international cotton fair in Cairo in 1958, and in 1959 the Berlin Hilton hosts the largest lingerie fashion show ever held up to that time: a presentation to 200 journalists from 16 countries.

Triumph International expands into Asia and opens a branch in Hong Kong in 1960. Over the next decades this is followed by Malaysia, Singapore, Taiwan, Thailand, the Philippines, Indonesia, China, Sri Lanka, Vietnam and India (2001). The company has already developed to become one of the three top manufacturers in Japan by the mid-Sixties. New branches are opening in Europe too: in Spain, Greece, France and Portugal. In 1965, Triumph International is marketing its products in 92 countries.

Triumph rings in the Seventies with the largest fashion show ever held up to that time. It becomes a spectacular fashion journey over a 25,000 km route: the glamorous “Triumph 70 Show” takes its models on tour through Europe and Asia.

Triumph International celebrates the company’s 100th anniversary. In its centenary year, the Triumph Group employs a staff of 19,000 all over the world and its total turnover amounts to more than 996 million Swiss francs.

The Indian involvement is increased considerably, with sales offices being set up in Mumbai, Chennai, Delhi and Bangalore. These are followed in 2003 by a branch in Kolkatta. Today, Triumph produces in 2 PCs in India: The first one was opened in 1998, the second started production in April 2008; the latter is fully owned and operated by Triumph. Both PCs are on the outskirts of Chennai. Furthermore, Triumph India will open 30 stores by the end of the year which will be operated by franchise partners.

A new, contemporary Triumph logo is at the heart of a corporate design that has been renewed in every respect, providing Triumph with an even more direct approach to its consumers. Their needs and desires are the central focus of all the company’s activities. The same strategy of ongoing investment in innovations and in maintaining the legendary quality and fit of all products is also applied to communication. The current Triumph advertising campaign, photographed by Peter Gehrke from Sweden, shows the Triumph woman as self-assured and natural in situations that are true to life. Triumph finds inspiration for its creations not only from within the company: the “Triumph Inspiration Award” was brought to life so that young, hopeful talents would also have a chance of making a name for themselves in the fashion industry. The prize is awarded to talented up-and-coming designers from around the world – and so ensures a creative dialogue between the company and young, creative consumers. And finally, emotional brand retention is also achieved via the Triumph Stores that serve not only as a showcase for the products but also, most importantly, encourage personal contact with our target groups.

Of course underwear evolved from being not-talked about, exclusively functional items to items of fashion and inspiration, but I believe the most important trend is the direct interaction with the consumer. Of course the products have always been designed and crafted with consumers in mind, but until recent times, the distribution focus of underwear manufacturers was mostly oriented towards their wholesale customers. Today, many more activities revolve around the consumer herself as we have moved from a seller’s to a consumer’s market. Triumph today does not only produce fashionable, enchanting lingerie but creates retail environments through the Triumph Stores that make lingerie shopping entertaining, comfortable and relaxing.