"True Religion needed to make the brand more accessible and inclusive to a wider audience without lowering prices. However, the team understood that promotions are a key component."
"The new True Religion customer used consumer surveys to learn the ages, genders, and ethnicities of True Religion's customers in the post-Y2K era."
"Buckley said the brand's average shoppers are 15 to 45-year-olds from households earning about $65,000 a year, contrasting sharply with the previous niche clientele."
"We know that the customer always expects to buy us on sale, which has influenced our strategy in retail partnerships and promotions."
Michael Buckley returned as CEO of True Religion in 2019, inheriting a struggling company. He doubled sales to $500 million and aims for $1 billion by 2025. The brand shifted focus from its previous high-end clientele to a younger demographic aged 15 to 45, with average household incomes around $65,000. True Religion made itself more accessible without lowering prices and emphasized promotions. New retail partnerships with Dillard's, Macy's, and Urban Outfitters helped reach this new audience, capitalizing on the Y2K trend among younger shoppers.
Read at www.businessinsider.com
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