Have Truworths adapted their marketing strategies during recession?

No, their strategy remains intact, as it has been shaped over n number of years. The short span of a recession only has an impact on their communication mix (POP, in-store visuals, ad content, communication to credit holders) and promotional initiatives (sales promotions e.g. markdowns, bundling, credit purchase incentives, basket tactics) as a reaction to consumer sentiment. These constitute marketing tactics. Changes in marketing strategy are typically long-term endeavors with fundamental impact on products, markets, pricing and mode of value delivery. Changes in communication however are short-term endeavors, usually in response to activity within the targeted market that is being served. Strategic marketing entails STP; that is segmenting; targeting and positioning. Changes in these areas are fundamental changes in direction of the business, and are rarely changed during recessions by relatively well-performing companies.