Westside & Zudio: Different strategies for different target audiences

Sowmya Raju | NT

Bengaluru: Westside and Zudio are two fashion brands owned by the same parent company, Tata Group. However, the two brands differ in their target markets, pricing, and product offerings.

Westside is a premium fashion brand that targets middle-class and upperclass consumers and is typically located in upscale malls and shopping centres.

Zudio is a value fashion brand that targets budget-conscious consumers and is typically located in neighbourhood shopping centres and standalone locations.

While Westside targets middle-class and upperclass consumers who are looking for stylish and fashionable clothing and accessories. Zudio targets budget-conscious consumers who are looking for basic and affordable clothing and accessories.

Westside and Zudio use different marketing strategies to reach their target audiences. Westside focuses on building a strong brand image and promoting its premium products.

Zudio focuses on offering affordable products and reaching budget-conscious consumers. Westside uses a variety of marketing channels to reach its target audience, including television commercials, print ads, and social media while Zudio uses a more limited range of marketing channels Westside products are priced higher than Zudio products.

This is because Westside uses higher-quality materials and construction methods. Westside also has a higher brand value than Zudio. Raghu R, a business analyst opined that both Westside and Zudio are both successful fashion brands in Bengaluru.

However, the two brands are targeting different markets. Westside is targeting middle-class and upper-class consumers, while Zudio is targeting budget-conscious consumers.

He added, “In recent years, Zudio has been growing faster than Westside. This is because Zudio is targeting a larger market segment and is offering more affordable products.”

The Bengaluru fashion market is growing rapidly, and both Westside and Zudio are well-positioned to capitalise on this growth. However, there are a few challenges that both brands face.

Why Westside cannot become cheaper

Westside cannot become cheaper because it uses higher quality materials and construction methods. Westside also has a higher brand value than Zudio.

The business Analyst added, “If Westside were to lower its prices, it would risk damaging its brand image and alienating its current customers. Westside would also lose its competitive advantage over other premium fashion brands.”

While Westside is able to cater to these styles and maintain quality, Zudio on the other hand is catering to simpler designs and long-term trends.

The increasing competition from foreign brands and the changing consumer preferences are major challenges faced by these two brands. Bengaluru consumers are becoming more fashion-conscious and are demanding more variety and style.

Despite News Trail's multiple attempts to contact Westside and Zudio for comment over the past two weeks, neither brand responded.