SYDNEY: Trent Nathan has embarked on its first national marketing campaign in four years and tweaked its product offer in a bid to rejuvenate the 40-year-old brand.
Group brand marketing manager Dianne Taylor said research found prompted consumer awareness of the label was strong, but unprompted recall needed improvement.
“Over the past couple of years it [the brand] had drifted into different directions,” she said. “So this gave us an opportunity to say, this is exactly where we need to be with Trent Nathan, to clearly define our position against competitors and make sure our campaign evoked those perceptions in people’s minds.”
Launched this month, the autumn/winter 2010 campaign pitches the brand as classic and sophisticated, to target consumers aged 40 to 55 years old. It features model images shot in a New York studio wearing the collection, with the brand’s pegasus logo in the background.
To find out more pick up a copy of Ragtrader's February 26 issue, on newsstands tomorrow.