Triumph has joined the ranks of retailers trying out new technologies to support its marketing activity.
Its latest campaign, for its Triumph Essence collection, is imaginative and enhanced by extensive use of various gadgets.
Launched on February 24, the campaign deployed QR codes in the windows of Selfridges in London, allowing users to download the campaign application onto smartphones or tablets. Shoppers who downloaded the campaign app could also scan images of birds and butterflies illustrated in lace in Selfridges’ store window to view further videos of the range. And a virtual mirror inside the store allows shoppers to try underwear on without getting changed – it scans them, creates an avatar using infrared technology, and shows them the product on the avatar. The mirror also links to the online store.
The campaign itself runs along a fantasy fairytale theme with images of a “forest made from lace” used widely. Model Helena Christensen fronted the campaign, which is overall a more creative approach to lingerie marketing than many retailers choose to follow. Triumph also used live models for its launch event, modelling underwear in-store and in its store windows.
This use of technology to enhance shoppers’ experience is increasingly common among higher-end brands, and Triumph is just one retailer whose battle for attention is stepping up a gear as retail marketing evolves.
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