Brand Study: ZUDIO

Brand history: Trent Limited is a subsidiary of Tata Group which founded Zudio in 2016. The initiative came from the brand “Westside” which was launched by Tata Group in 1998 seeing its success, zudio was Launched to provide stylish and affordable clothing for men, women, and children Zudio started from scratch in India and is now available for freemium middle-income customers using a value fashion model. They have a strong foothold in urban as well as semi-urban areas because it has done the style in an affordable space. In short, Zudio offers affordability and fashion as a pull for fickle shoppers in its quest to engage cost-conscious human

Brand founders: Zudio is a fashion retail brand from the house of Tata Group’s retail arm, Trent Limited. It is owned by Trent Limited, which in turn belongs to the Tata Group. Founded by Jamshedji, the then-chairman of Tata Group Ratan N Tata, Trent’s early focus was on retail operations. It launched Zudio as a part of its far-reaching and all-encompassing strategy of providing stylish but affordable fashion.

Brand Productline: Zudio’s motive is to provide an end number of fashionable-trendy clothes at a very reasonable price, and it is a retail giant. As per this, the following catalogs are:

Clothing: kurtis, jeans, trousers, skirts, dresses, tops, t-shirts, crop tops, pants, athletic wear, tights, shirts, jackets, hoodies, sweatshirts, sweatpants.
Lingerie: bras, hipsters, briefs, boy shorts, nightwear dresses, camisoles, slips
Accessories: handbags, purses, totes, slings, rings, necklaces, bracelets, earrings, caps, sunglasses, scarves, stoles, hair accessories, belts, and socks.
Footwear: flats, flip-flops, heels, sneakers, boots, sandals, formal shoes
Makeup: eyeliner, eyeshadow, foundation, concealer, face powder, mascara, kajal, lipstick, brushes, makeup remover, lipliner
Home accessories: bedsheets, curtains, pillow covers, and festive decorations, Blush, highlighter, contour, and nail paint.

Brand Marketing Strategies: The marketing campaign is mainly focused on trend-driven, affordable fashion. The brand focuses on value pricing and targets budget-conscious shoppers with a selection of clothing, shoes, and accessories for men, women, and children. When you combine the good location of stores with regular introductions of new collections, Zudio makes it a point that customers are always following up on all the latest materials. Cross-functional retail management but a more satisfying in-store experience through easy-to-shop stores with attractive visual merchandising effects. In addition, Zudio uses digital platforms and social media in its engagement by using targeted ads as well as an influencer partnership to reach a wide audience. Promotions and special offers build customer loyalty; infrequent sustainability promotions can rape eco-conscious consumers wants. In totality, Zudio follows the strategy of offering a mix of low-cost and fashion with aggressive marketing to reach out to price-sensitive customers.

Brand selling methods (e-commerce, stores, aggregate): Zudio has a multi-channel sales strategy, allowing for the widest customer coverage in the most hassle-free manner. Here are the ways:

Brick and mortar stores

Zudio Tack Shop is a prominent brick-and-mortar retailer with active stores situated in prime places, mostly shopping centers and high streets. They have beautifully designed stores that provide a comfortable shopping experience, with layouts structured for different types of consumers, including men, women, and kids. The product sections are evident, and the merchandising is attractive throughout stores. They rely on in-store promotions, discounts, and seasonal sales to encourage foot traffic through their doors. Employees at the store are trained to help customers and advertise new collections along with deals that provide an appealing shopping experience.

E-Commerce

Zudio has managed to build a strong online presence through its focused e-commerce website and app. We aim to bring these features into our product pages by providing detailed descriptions of the products, high-resolution images in 360-degree view, and even adding size guides so that there is no second guessing on your side when making an order. Thanks to the mobile app, shopping is even more convenient, and users can place orders or access online-only deals. Digital Marketing: Zudio generates online traffic with search engine optimization (SEO) and pay-per-click ads. To create this somewhat two-way experience, brands use their social media marketing and email campaigns to keep customers up-to-date on new collections, special offers, seasonal sales, etc.

Marketplaces and Aggregators

To broaden its accessibility, Zudio collaborates with some of the biggest online marketplaces and aggregators. Zudio can now access these larger customer bases by selling on other websites and taking advantage of the existing marketing as well as the logistical infrastructure of these third-party sites. Listing their items on common e-commerce portals helps Zudio showcase its products in front of more potential buyers, making use of the collective customer traffic and diversified market presence.

Omni-Channel Integration

Zudio streamlines online and offline channels to ensure a uniform shopping experience. This can range from buying online and picking up in-store via click-and-collect (enabling the convenience of shopping anywhere with an immediacy akin to instant pick-up) all the way through to on-demand delivery today for same-day service. Single inventory management makes sure that stock levels remain consistent from one channel to the next, thus preventing out-of-stock or overstock problems, and can update in real-time. This integration creates a more satisfying experience for consumers, whether they are shopping in-store or online. Reducing the price as well as leveraging digital media. To fulfill this requirement, Zudio utilizes a combination of physical store presence as well as an e-commerce platform and online marketplaces like Flipkart, Tata Cliq, Amazon, etc. with integrated services such as Buy Online and Pick Up in Store.

Legal Cases Involving Brands: There have been no highly publicized or major legal cases involving Zudio. But legal concerns with brands in the retail and fashion sectors could touch upon a number of different difficulties, like intellectual property disputes, intellectual property rights, contract disputes, consumer protection, and employment law.
Brand Competitors: Zudio, being one of the players in retail and offering trends that are most affordable and fashionable, is a brand with undeniable matching fashion for men and women at low prices. Key competitors include:
Pantaloons: It has a huge impact on the fashion retail market and offers a variety of apparel, accessories, and home products. It is also popular due to its wide variety and frequent sales.
Reliance Trends: It offers multiple options of trendy and stylish clothing for people of all age groups. It is a direct competitor of Zudio due to its focus on affordable fashion.
Max Fashion provides a comprehensive selection of clothes and accessories at affordable prices. They compete in the same customer segments as Zudio.
Lifestyle: Lifestyle Retailing Business of Landmark Group. Operating its lifestyle retail business since 1999, Landmark Group is a pioneer in the vertical with various options in apparel, accessories, and home categories. It is competing with Zudio as its assortment spans both fashion and lifestyle products.
H&M: An international fast-fashion brand, H&M provides fresh styles and trendy looks at a price you can afford. While it carries on on a more international scale, it fights Zudio in the high-low style sector.
Forever 21: Forever 21 sells inexpensive and trendy fashion and views Zudio (strategically) as its competitor, as both cater to young, discretionary spending-minded consumers.
Shoppers Stop: Although slightly higher priced, Shoppers Stop competes in the larger fashion and lifestyle markets due to its wide product range and multiple labels.
Westside: Westside is operated by the Tata Group and offers a selection of affordable clothing and closer-to-home lifestyle options that cater to Zudio’s customer segment.
They are major players in the Indian and international markets of fashion retail, each with their own unique positioning in products.
Brands Target Audience: Zudio appeals to consumers across categories with its wide demographic profile. The target age group of the brand is broader; a typical customer could range anywhere from 15 to 45, for both men and women as well as kids. This is priced for middle-income customers, and its pricing strategy attracts such customers who are budget-conscious. Most customers of the brand are modern urbanites who want a hassle-free but affordable solution to their personal mobility needs. They typically have a casual, on-trend aesthetic and are shopping for fashionable pieces at their price point. Zudio has a wide appeal and is for working professionals, students, homemakers, etc. of all walks of life who want to look stylish without getting pinched in their pockets. It caters primarily to urban and semi-urban India. Zudio customers are typically value-conscious and fashion-forward, shopping for trendy appeal at competitive prices.