Jun 18, 2004

Triumph touts underwear as fashion

Triumph International has launched a marketing push for its Maximiser line just one month after rebranding Sloggi.

The underwear market is projected to grow 10 to 15 per cent this year as underwear is increasingly viewed as a fashion item, to be updated and matched with outerwear, said Montira Ekarat, product manager for intimate apparel. Besides its mass market Triumph and premium Maximiser brands, the company also markets Beedees in Thailand, which is aimed at the teenage market. The campaign for the Maximiser 'Dangerous curves' collection is spearheaded by a provocative TVC entitled 'Dare to...

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