Sloggi Sets its Sights on Global

14 September 2017

Just over a year after taking on the role, Ludovic Manzon, CEO of the Triumph group’s brand Sloggi, reveals the vision and method with which he plans to make Sloggi a major global player in the highly-coveted world of bodywear

It may not be available in the North American market yet but Sloggi is definitely setting their sights on expanding into the global market.

With a strong background, having worked first for Nike and then as General Director of Asia Pacific and Japan with Puma, Mr Manzon is steering the brand’s new strategy from their head office in the Swiss town of Bad Zurzach. With this strategy, Sloggi aim to double their sales in three years, and to take back those clients who tend towards shopping in ‘fast fashion’ chains, such as H&M and Oysho. In 2016, the Triumph group aimed to shed certain brands – memorably giving up Hom to the Hubert Tricot group, owner of Hanro and Skiny- in order to focus their efforts on Triumph and Sloggi. The time also came to bring Sloggi into its own, making it a fully independent brand and aiming to bring it out from the shadow of it’s bigger sister, all in order to make the most of its potential.

Mr Manzon, what is the first lesson you have taken from the sports world that you can apply to lingerie?
In sport, we say: innovate or die. I think that this also holds relevance for lingerie, which unfortunately is still often held back by its focus on the aesthetic. By launching the new “Wow comfort unwired bra” we got right to the heart of our new brand concept, and this is just the beginning.

You are reckoning on a two-figure growth between now and 2020; how are you planning to achieve it?
Methodically. My first move has been to reposition the brand by identifying its key mission: ‘Sloggi emboldens people to stand for themselves through the unrivaled comfort of the most wearable everyday innovative bodywear’. Every word here has a meaning, and they bring together the very foundation of our brand positioning: Sloggi is aimed at women, but also men- currently very underrepresented, who have nothing to prove. We are aiming to be the unrivalled leader in terms of comfort, thanks to an expanded product offer, both accessible and also innovative. We want Sloggi as a brand to reflect its users- ‘intuitive’ if you like.

Sloggi is not present in the USA. Are you planning to move into this vast market as well?
It is true that we have been historically absent from this market. For now, we are considering it with humility. The level of service there is particularly high, and one must be prepared. If we do go there, we will enter at the high end of the market, so as to pass on the brand’s values. I hope I’ll be able to tell you more about this in the future.

In terms of distribution networks, do you plan to open sales points under the Sloggi name?
We would never rule out retail, especially in Japan. We have a pilot concept that we’re testing for the second part of 2018. We do of course already have an online presence, but I am convinced of the necessity of being ‘ubiquitous’. Online and offline experiences should work together and to reinforce each other.

In your strategy, communication seems to be of utmost importance. What are your next steps?
Indeed. Communication, when it has a powerful and coherent message, is an important way to boost the brand. As far as Sloggi is concerned, I am very happy with the work we’ve done with our agency MullenLowe. It has the right tone: relaxed, fun, and refreshed, with a certain cheekiness that refuses to take itself too seriously. In March 2018, we are going to launch our first global campaign for Zero Feel; our flagship, revolutionary line, developed in Japan.

Final words?
Simplicity is often a measure of success.