ReTrend: The Revival Wave is a strategic marketing project designed to revive TrendTide Clothing Co. from a 22% sales decline and regain its foothold in India’s competitive fast fashion market. With the goal of aligning the brand with Gen Z and Millennial values, this campaign presents a bold repositioning strategy centered around sustainability, inclusivity, and digital relevance. Key Components of the Campaign: - EcoThread Capsule Launch: A sustainable clothing line using organic cotton and recycled fabrics, designed to appeal to Gen Z’s ethical fashion preferences. - Influencer-Led Social Campaigns: Reels and TikToks created by mid-tier influencers to drive viral engagement and visibility. - Community Engagement: Swap & Style pop-up events in metro cities and student campuses to foster brand loyalty and encourage user-generated content. - Personalized Digital Experience: AI-driven website improvements aimed at reducing bounce rate, increasing conversions, and enhancing user trust. - Inclusive Representation: Size-inclusive fits and diverse model representation to meet the rising demand for body-positive and gender-neutral fashion. Analytical Backbone: The project includes deep strategic analysis across 5 key areas: - Brand Management Strategy - Growth Strategy Execution - Social Media Analysis - BCG Matrix Portfolio Evaluation - Porter’s Five Forces Industry Insight Backed by a ₹5 crore marketing budget and competitive benchmarking, this campaign is a fresh and future-facing reboot of TrendTide—aimed at transforming challenges into a powerful comeback story.