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.
“We are really owning the pegasus, which has been a symbol for Trent Nathan for so long. We want to make a big statement with it. It will follow through to our leather goods, bags and lining etc.,” she said.
Images of casual weekend line Trent Resort are included, which target consumers aged 55 to 65. A
new, non-transactional website launched mid-February is also part of the promotional strategy.
Taylor said the products have been adjusted to offer slightly more youthful fits. “We are definitely trying to be more aspirational to 35 to 40 year old consumers, but it’s not our core focus,” she said.
The autumn/winter Trent Nathan collection for women includes trench coats, high-waisted pencil skirts with matching jackets and tailored dresses. For men, shirts are key in plain and checks, along with classic knits, trousers and jackets. Average prices are $99 for men’s business shirts, $129 for men’s trousers, $299 for women’s dresses and up to $799 for premium jackets.
Trent Nathan apparel is stocked exclusively in David Jones department stores and Trent Nathan Resort is also stocked in boutiques. Created by designer Trent Nathan in 1961, it has been owned by Gazal Apparel since 2003.
Melinda Oliver