381. MONDRAGON AND TRIUMPH INTERNATIONAL (PHILS.), 1987-1989 Ads

TRIUMPH INTERNATIONAL, 1987 COLLECTION

TRIUMPH INTERNATIONAL began in a German factory tha manufactured corsets, and would grow into one of the world’s leading manufacturers of lingerie and underwear—and a most successful global brand at that! It underwent a series of worldwide expansion, beginning in Europe from 1953-1959, and in the 1970s, forayed into the South American, Australian, African and the Asian market, beginning in Hong Kong.

MONDRAGON, on the other hand, began in 1969, distributing Tupperware, educational books and toys, skincare products  (Naturelle), feminine hygience products (Uni-charm, Confidence and Lady Fresh sanitary napkins), Nike sports, among others.

By the 1980s, it became an exclusive distributor of TRIUMPH INTERNATIONAL, which it also marketed and promoted via advertising. The company was led by Jose chief executive Antonio “Tony” Gonzalez, who later became the tourism secretary under Cory Aquino’s administration. 

TRIUMPH INTERNATIONAL, 1989 MIAMI BEACH COLLECTION

The TRIUMPH ads revolutionized female underwear advertising by going beyond the functional benefits, positioning them as premiere fashion brands. New lines were presented as “annual collection” much like a fashion collection---and the print ads were done with a very classy look—from the well-chosen models who were mostly Caucasians, to the slick photography and tasteful lay-outs that seemed to have come straight from Madison avenue.

The TRIUMPH International brand was further elevated when it forged an alliance with a national beauty pageant to form a “Mondragon Triumph Court of Fashion”, actually a group corporate award for contestants, who later on, were featured in ads and events.

In 1989, TRIUMPH INTERNATIONAL (PHILS.) was put up in the Philippines, which manufactured intimate apparels for the world. The product portfolio became diverse and expanded into a range of lingerie, silk lingerie, nightwear, swimwear and sportswear for females, and underwear, swimwear and casual wear for males.

TRIUMPH INTERNATIONAL, 1989 FASHION STYLES

In later years, MONDRAGON INTERNATIONAL PHILS. was beset with financial issues—unpaid loans--leading to several high profile cases filed by banks. The Mondragon building in Makati City, which served as the company's headquarters, was foreclosed by bank creditors.  The once profitable Mondragon Group of Companies with over 2,500 employees, was  reduced to a one-man organization by 2000, composed of Gonzalez as chairman of the board and chief executive officer.

TRIUMPH INTERNATIONAL (PHILS.) was also plagued with labor problems, and in June 2009, the company announced that it will cease manufacturing and distribution center operations in the Philippines, effective August 28. TRIUMPH fashions are still available  in the local market today, via official TRIUMPH stores and online sites like Zalora, LazMall and Shopee.