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* YCN Student Awards 2011/12 *
Triumph Create a piece of communication that promotes Triumph’s bra fitting service
Background Our future has a history... The company that began in 1886 as a small-scale venture, manufacturing corsets in a barn, is today the world’s most international lingerie business and a global iconic leader in alluring lingerie and shapewear. From the birth of the original bras to today’s cutting-edge microfibers and organic cotton, Triumph has led the way in pioneering new designs, materials and technologies including the moulded cup, elasticated straps, laser cut briefs and body-heat ‘memory foam’ shaping. There’s no question that women’s demands have changed a lot over the years, but one thing has remained the same: the ongoing demand for perfect fit, be it for optimal support or ultimate seduction. Research indicates that as many as 70% of women are wearing the wrong size bra. Consumers often don’t realise they are wearing the wrong size bra as they don’t know what to look for, and think that one size fits all across all brands. Triumph has fitting consultants in-store to help educate consumers on finding their perfect fit and reveal a shape to love. During the fitting consultation consumers are made aware of the benefits of a good fitting bra, and are encouraged to have regular fittings. The benefits of having a fitting are: • • • •
Improves your overall body shape Confidence boost – improves your outerwear look Comfort factor – all day comfort... Great support for your bust
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* triumph *
* YCN Student Awards 2011/12 *
The Triumph brand has a presence in a number of different distribution outlets. These include: • Major department stores nationwide: Debenhams, John Lewis, House of Fraser etc… • Specialist lingerie independent stores nationwide • Online e-tailers who stock the Triumph collections online: Figleaves, ASOS, Flowerbags etc… • Triumph retail stores; 5 locations – Basingstoke, Cambridge, Walton on Thames, Exeter, Cheltenham and 2 clearance stores – Swindon designer outlet village and Clarks outlet village, Somerset. The creative challenge The challenge is to create a piece of communication that highlights the importance of getting properly fitted for a bra. Most importantly the communication must work in a Point of Sale context, and you must demonstrate how your idea would come to life instore. Typical POS elements we produce for a standard promotional kit include: • • • •
A4/A3 tent cards – perfect for placing on tops of stands in store and on till/display counters. Product swing tickets/garment stickers – for display over the neck of the lingerie hanger. The stickers would stick to the actual garment. Floor free standing display option – typically we have used lifesize strut cards/toblerones to promote the message. This element can also provide the retailer with a window solution if they have allocated one for the promotional message (varies between different retailers). Promotional flyers – A5 size to hand out in departments or in store.
Your creative concept must be able to scale to contexts beyond Point of Sale and we would also like to see how you think it can come to life elsewhere. For example, you might want to consider how things scale online or how advertising local to stores would work. How you approach bringing your idea to life more broadly is entirely up to you. We are very open to new innovative ideas, so long as the fitting message is conveyed in an approach that will appeal to the target audience. We would like customers to instantly recognise Triumph as the first choice for fitting. We already have an active training schedule in place for new and existing staff, so can be confident that the fitting is of a high standard across the board – this should be reflected in your communication. Historically Triumph have used model photography to convey the fitting message, however you are welcome to explore how we can move on from this, and look at other methods such as illustration.
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Copy Requirements In the project pack you will find a couple of previous examples of our fitting communication, so feel free to use the copy from this. Alternatively if as part of your concept you think of a ‘fitting’ strapline, or alternative wording which sits well within your concept then please do use this. Creative Considerations Triumph is a global brand and we have guidelines in place for logo usage that you will need to adhere to. Details can be found in the brief’s project pack. The execution of the campaign in-store needs to be simple but impactful, as consumers will be shopping in a busy environment and often don’t have time to stop. When communicating with our target audience you should: engage, show emotion and understand their lifestyle. Target audience Our aim is to attract ‘Style Seekers’ women aged between 25-50 years. Style seekers have: • • • •
A high interest in fashion and beauty and are inspired by window shopping, in-store campaigns and advertising which highlights fashion trends etc… The bra completes an outfit and is always purchased with outerwear in mind. Tend to buy sets and shop in department stores, online and specialised lingerie boutiques. Usually have a large lingerie wardrobe and shop on a regular basis.
Deliverables, Artwork and Additional Information For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack on the YCN website – www.ycnonline.com
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