The Triumph Group is undergoing a global transformation, which will see the Triumph and Sloggi brands operate as separate business units with their own dedicated sales and marketing teams.
The aim is to capitalise on Sloggi’s growth potential and build one global brand.
Explaining the decision, Anna Stark, head of marketing for Sloggi Northern Europe told Lingerie Insight: “Sloggi has always been positioned as a young, light-hearted and fun brand, but in many of our markets, including the UK, we were no longer properly servicing our younger consumer nor actively marketing the Sloggi brand.
“Ultimately, our overarching focus is on becoming one global brand with consistency of message and brand presentation across all of our markets,” she added.
“At a trade level the sales and marketing teams have been working hard to embed the new brand vision and strategy amongst our key stakeholders.
“At a consumer level, we are reinforcing the Sloggi brand DNA which is built around true comfort and innovation and bringing back the light-hearted free spirited brand personality for which Sloggi has always been known.”
Stark moved from her position as head of marketing for Triumph UK and Ireland to her role at Sloggi six months ago.
She is now responsible for overseeing the planning and day to day marketing activity across the Northern region which encompasses the UK, Nordic countries and the Benelux.
Explaining her move to Sloggi, she said: “I was inspired by the new vision and positioning strategy for the Sloggi brand and wanted to be a part of the journey.”
A full interview with Anna Stark will be published online at Lingerieinsight.com in the coming weeks.