Triumph International
For more than 130 years, Triumph has helped shape the intimate apparel industry. But like many heritage brands, evolving consumer expectations, changing retail environments and increasing competition had created an opportunity to re-evaluate what the brand truly stood for.
Rather than beginning with creative outputs, our role was to help the business step back, challenge existing assumptions and identify where its greatest future opportunities lay - creating a commercially grounded strategic direction that respects its heritage while strengthening its relevance for a new generation of consumers.
OUR APPROACH >
Everything started with evidence.
We undertook a comprehensive review of Triumph’s existing customer, market and competitor research, consolidating multiple sources of insight into a clear strategic picture. Instead of generating more research, our role was to identify the themes that genuinely mattered, revealing where the brand held untapped competitive advantage and where consumer perceptions no longer reflected the reality of the business.
This work provided leadership with a clearer understanding of the changing market landscape and a stronger foundation for future decision making.
Aligning a global leadership team.
With the strategic themes established, we designed and facilitated a series of collaborative workshops involving senior sales, marketing and product leaders from across Europe.
Rather than treating strategy as a presentation to be delivered, these sessions were designed to build alignment across multiple functions and markets. Together we challenged assumptions, explored future customer needs and identified where Triumph could strengthen both its commercial proposition and emotional connection with consumers.
The result was greater organisational alignment around the brand’s future direction, ensuring that strategic ambition remained grounded in operational and commercial reality.
Protecting heritage while planning for the future.
One of the central challenges was balancing innovation with authenticity.
Triumph’s heritage represents one of its greatest competitive assets, but only if interpreted through the lens of modern consumer expectations. Throughout the programme we helped identify the values, stories and distinctive strengths worth protecting, while highlighting opportunities to evolve the brand for future growth.
The outcome wasn’t a reinvention.
It was a clearer strategic framework that enables future brand, product and marketing decisions to be made with greater consistency, confidence and commercial focus.
Protecting heritage while planning for the future.
Propellant then designed and hosted a series of workshops with Triumph’s European sales, marketing and product leadership teams. We helped identify key opportunities to strengthen the brand and deepen connection with modern audiences, while honouring the values that built its global reputation.
THE OUTCOMES >
Strategic review of customer, competitor and market intelligence.
European leadership workshops across sales, marketing and product teams.
Clear thematic territories to guide future brand development.
Greater cross-functional alignment around long-term strategic priorities.
Stronger commercial foundation for future brand investment.
Strategic framework balancing heritage with future growth.
“Propellant brought an invaluable outside perspective that challenged our thinking while respecting the heritage of our brand. Their ability to distil complex research into clear strategic direction helped create alignment across multiple teams and provided a stronger foundation for future decisions.”