Marketing Strategy of Trent: Campaigns & Target Audience

Whenever someone suggests going clothes shopping, WestSide is the first place that comes to your mind, isn’t it? For this reason, in this case study, we will focus on Trent Limited, the parent company of WestSide, to better understand the marketing strategy of Trent that is used to maintain such great brand recognition among consumers.

This blog post will cover Trent’s marketing strategy, along with its target market, campaigns, top competitors, and so on. Now let us learn more about Trent without further wasting any more time.

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About Trent Limited

Trent, a cornerstone of the Tata Group, embarked on its retail odyssey in 1998 with the launch of Westside in Mumbai. The company’s vision was clear: to deliver exceptional products and customer experiences. Trent is a retail giant, successfully operating popular brands like Westside, Zudio, and Landmark.

The journey began in 1952 with Lakmé, a cosmetics brand. Recognising the untapped potential of the apparel market, Lakmé pivoted its focus in 1998. Through strategic acquisitions and mergers, Lakmé transformed into Trent Limited, laying the foundation for the retail empire we know today.

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Trent Case Study – What’s New With the Brand?

• Revenue Growth: Trent reported revenue of ₹5,560 crore in 2023, marking a 15% increase from the previous year (Source: Trent Annual Report).
• Store Expansion: Trent operates over 300 stores across India as of 2024 (Source: Company Reports).
• Customer Base: Over 10 million active customers in 2023 (Source: Company Reports).

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Business News

Trent’s business strategy ensured that the company announced a strategic partnership with Inditex to expand its Zara and Massimo Dutti stores in India, aiming to double their footprint by 2025 (Source: Business Standard, 2023).

Product Launch

In February 2024, the launch of a new line of sustainable fashion under the Westside brand, focusing on eco-friendly materials and ethical manufacturing practices resulted in a decision of Trent’s business strategy (Source: Fashion Network).

Marketing News

A recent marketing strategy of Trent, the ‘Style for Every Story,’ campaign highlights the versatility and affordability of their fashion lines, resonating well with a wide audience (Source: Campaign India). Want to understand the factors that a company considers while designing the marketing strategy of Trent? Check out our courses on digital marketing online to understand this from a marketer’s point of view.

Celebrity News

Collaboration with Bollywood actress Deepika Padukone for their Zudio brand was an important decision of Trent’s marketing strategy. This was done to enhance the brand’s appeal and visibility among young consumers (Source: Bollywood Hungama).

Buyer Persona for Trent’s Target Audience

A buyer persona provides a detailed profile of Trent’s ideal customer. Trent’s marketing strategy is based on its audience’s motivations, preferences, challenges, and online activities.

Based on the detailed breakdown, it’s no surprise that the marketing strategy of Universal Pictures uses social media platforms like Instagram and Facebook to execute their marketing campaigns. Here, Trent’s marketing strategy can integrate fashion and shopping to match the requirements of its target audience.

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Marketing Strategy of Trent

Let’s take a look at Trent’s marketing strategy! And how Trent carries out the marketing campaign,

Segmentation, Targeting, and Positioning

The company has a keen eye on the youth market, particularly those aged 15-25 living in rapidly growing Tier II and III cities. With a massive young population and growing spending power, these regions offer enormous potential for Trent’s business strategy to grow in these regions.

Recognising the shift from traditional to branded clothing, Trent has positioned itself as a key player in India’s evolving fashion landscape. By focusing on value fashion, the company is tapping into a growing market and driving its success.

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Digital Marketing Strategy of Trent

Here is a list of components that are utilised in Trent’s marketing strategy:

Social Media Marketing

Trent as a company doesn’t have an account on any other social media platform. However, Trent’s marketing strategy ensures that stores under this company do have their separate social media accounts on various platforms. With TataCliq, Trent was a pioneer in the adoption of the Omni channel strategy in Indian retail, and it has recently increased its online presence.

Trent is very active on social media such as LinkedIn – 36k followers.

SEO Strategies

According to SEO rankings, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. The website www.trentlimited.com has 1322 organic keywords (Keywords that get free traffic to a company), which is good but still has scope for improvement. That means Trent still needs to work on its digital marketing.

Also, the monthly traffic (number of visits a website receives every month) is around 34K+, which is considered good. As a result, we can conclude that Trent’s marketing strategy is working on improving its SEO tactics (Strategies to improve search rankings) while working hard enough to keep the brand afloat in Google’s organic SERP results (Free search engine rankings).

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Influencer Marketing

The marketing strategy of Trent incorporates collaboration with social media influencers to leverage its reach and amplify the brand and its offerings. The company holds several online events, including quizzes, Lego workshops, bookmark-making classes, and DIY workshops.

These online events benefited in increasing the following base and driving over 4 million interactions across all age groups on social media platforms.

E-commerce Strategies

Through its one-stop shopping app, The Brands of Trent keeps its customers incredibly engaged. They give discounts and very affordable pricing for their products.
Tata’s retail business stays off the deep discounting strategy of e-commerce giants including Amazon.com Inc and Flipkart Online Services Pvt. to lure price-conscious buyers, Tata said.

Mobile Apps

Westside, the major fashion brand of Trent Ltd with around 22 labels all developed in-house has a mobile application where you can see a detailed list of their collections and order products right from your mobile.
This software is made to make it easy for customers to reserve things in physical stores as well as make online purchases.Content Marketing Strategies

Exciting Trent’s marketing campaigns, such as brand videos and social media engagement, help its brands communicate their distinct identities. The company collaborates with social media influencers to leverage its reach and amplify the brand and its offerings.

It creates extensive & exclusive customer engagement by creating Instagrammable moments through events on social media platforms (Facebook & Instagram) via collaboration and digital-led activities.

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Marketing and Advertising Campaigns Designed by Trent’s Marketing Strategy

1. IMAGES Most Admired Marketing Campaign of the Year: Customer Chain Coupons by Star

Coupons help to attract new clients, increase interaction with existing ones and help in increasing revenue. Both physical and digital coupons can be utilised. Physical coupons can be distributed in-store, while digital coupons can be accessed through social media and the company website.

It’s estimated that 60% of consumers are likely to try a new product as a result of a coupon, while 46% said they’d change their planned purchase. No matter if a coupon is intended to persuade a buyer to visit a physical store or a firm website, coupons can be a successful approach to increase sales.

Trent’s advertising strategy understood consumer behaviour and hence admired the best marketing campaign of the year 2020.

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2. Westside’s Expansion Strategy

To boost its presence in smaller cities, Westside has introduced smaller store formats like ‘Westside Girl’ and ‘Westside Woman’. This strategy aims to cater to the growing fashion consciousness of women in Tier II and III cities.

The brand has a strong focus on women’s apparel, recognising the increasing purchasing power and style preferences of modern Indian women. To foster loyalty, Westside offers the CLUB WEST membership program, providing exclusive benefits like discounts, free delivery, and reward points.

Westside also prioritises customer feedback and has ventured into cause-related marketing, demonstrating its commitment to social responsibility.

3. Trent Limited: Giving Back to the Community

Trent’s marketing strategy demonstrates its commitment to social responsibility through various initiatives. The company regularly donates clothing, books, and toys to organisations supporting children, with employees actively involved in these efforts.

The marketing strategy of Trent also ensures that the company partners with the Guru Nanak Trust to provide surplus medications for underprivileged patients. Customers and staff can contribute unused medicines through designated drop boxes in stores and offices.

By actively engaging in these community programs and using the hashtag #TrentInspires, Trent’s advertising strategy aims to inspire positive change and build a strong reputation as a socially conscious organisation.
Amazed by how Trent’s marketing campaign delivers results? You might also find it interesting to study the marketing case study of Levi’s.

Marketing Strategy of Trent That Failed

Trent’s marketing campaign – ‘Luxury for Less’ aimed to showcase Trent’s ability to provide high-end fashion at affordable prices, highlighting the brand’s unique value proposition. The campaign featured glamorous visuals and aspirational messaging designed to attract budget-conscious consumers seeking luxury styles.

Issue: Trent’s marketing campaign failed to resonate with Trent’s target audience, who found the messaging confusing and inconsistent with the brand’s image.

Backlash: Customers criticised the campaign for its unrealistic portrayal of luxury.

Response: Trent’s marketing campaign was withdrawn and refocused their efforts on more relatable and authentic marketing strategies, emphasising their core values of affordability and style.

Top Competitors That Influence the Marketing Strategy of Trent

Trent is not the only brand that dominates the fashion industry. Many other players can have a huge impact on Trent’s marketing strategy:
Reliance Retail: Dominates the Indian retail market with a wide range of products and store formats.

• Future Group: Known for its Big Bazaar and FBB brands, catering to budget-conscious consumers.
• Aditya Birla Fashion and Retail: Offers a diverse portfolio of fashion brands like Pantaloons and Allen Solly.
• Shoppers Stop: A leading department store chain with a focus on premium fashion and lifestyle products.
• Lifestyle: Operates under the Landmark Group, providing a wide range of fashion and home products.

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