The Conscious Closet

Objective: Reposition TrendTide to recover market share and re-engage Gen Z & Millennials through ethical, story-led marketing. Insight: Gen Z demands transparency, inclusivity, and sustainable choices; Millennials seek quality and value — TrendTide was underdelivering on both. Core Problems Identified: 12% follower loss 1.2% Instagram engagement rate 65% website bounce rate Decline in market share from 7.6% to 5% Target Audience: Gen Z (60%): Bold, values-driven, expressive shoppers Millennials (35%): Budget-conscious, quality-seeking decision-makers Unique Selling Proposition: "Trendy Looks, Real Values" – Fashion that’s stylish, inclusive, and responsibly made. Strategic Pillars: Website UX overhaul for product discovery Loyalty boosts via gamified offers Growth hacking through college fests & Insta challenges Ethical storytelling via influencer + factory Reels BCG Matrix + Budget Allocation: ₹5 Cr budget distributed based on product growth potential (Athleisure: Star; Accessories: Dog) Prioritized investment in Athleisure & Sustainable line Creative Highlight – Instagram Reel: “Made With Love” series featuring garment workers + Gen Z models Builds emotional trust and virality on social media Differentiation Strategy: “Recycle & Reward” return program for premium sustainable clothing Builds loyalty + supports eco-conscious messaging Outcome: A cohesive campaign built to reposition TrendTide as India’s go-to ethical fast fashion brand, aligning speed with substance.