The Sound of Triumph
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Shaping The Sound to The Tailoress Shopping Experience.
From an atelier corset factory in 1886 with six employees and six sewing machines, every product was handcrafted out of a barn in Southern Germany. Fast forward to the 20th century, and the rapid growth of the female, intimate wear brand, Triumph can be seen in stores across the world. We were entrusted in 2013 to craft the sound of the tailoress shopping experience.
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From The Dressing Room to Check Out: A New Brand Positioning.
Triumph is breaking down the uncertainties around lingerie by introducing the ‘insightful tailoress’ concept: a new brand positioning and new retail concept providing free fitting consultations for all women to help them find their perfect bra. The Triumph customer experience should sound like its brand values, confident, feminine, innovative, individual, and stylish, which can be heard throughout all audible consumer touchpoints.
The Sound Of Triumph flows in different dimensions of the brand to engage consumers with many stories.
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Building a connection with the consumer through sound based on human archetypes.
We collaborated with Triumph to translate brand values into a holistic sonic identity, capturing brand personality and overall ethos. The Triumph music store library considers both the brand and the customer with a set of pre-determined musical parameters based on the human biorhythm. The in-store playlist is sorted by energy level to establish unique and emotional consumer relationships.
Using our Sonic Check as a brand and music profiler, we created and tested the overall sonic identity (in particular, the in-store music) towards the brand archetype positioning in order to best engage with the desired target groups.
