True Religion is an American denim brand known for its authentic American made products and celebrity endorsements. It targets consumers aged late 20s to mid 30s through eye-catching advertisements and a laid back customer service approach. Major competitors include VF Corporation with its 25 clothing lines and Diesel for its unique casual wear. True Religion analyzes customer browsing, buying and location data. It sells to department stores and boutiques and sources products internationally. Strengths include its recognizable brand but weaknesses are a dependence on denim sales and potential display of wealth. Opportunities lie in classic timeless styles, quality over quantity and expanding online and international. Threats include economic downturns and a competitive denim market.

1. AMD 256 Retail Case
Analysis: True Religion
By: Natalie Bohay, Angela Yates,
and Amanda Snyder

2. Into The Blue

3. ‘Murica

4. Love in Every Stitch

5. Product
• Authentic American Made
• Breadth and Depth
• Price

6. Promotion
• American based
• Laid back customer service
• Eye-catching advertisements
• Flash sales

7. Place
• Interior
• Exterior
• Location

8. Target Market
• Late twenties to mid thirties
• Celebrity exposure
• Life cycle

9. Major Competitors
• V.F Coorperation
– 25 Different clothing lines
• Diesel
– Unique casual wear/accessories

10. Business Practices:
Technology
• Email marketing
• Tracking, browsing, and buying history
• Tracking location

11. Business Practices: Buying
• Private label
• Sells to department stores and
boutiques

12. Business Practices:
Sourcing/Product Development

13. SWOT Analysis: Strengths
• Recognizable
• Celebrity Endorsements
• Unique Design
• Stock prices are up

14. SWOT Analysis: Weaknesses
• Availability
• Dependence on denim sales
• Display of wealth

15. SWOT Analysis:
Opportunities
• Timeless classic
• Quality vs. quantity
• Online outlet stores
• International sales

16. SWOT Analysis: Threats
• Poor economy
• Fabric prices
• Competitive denim market

17. Internship/Career
Opportunities
• Showroom Internship
– New York or Los Angeles
• Sales positions
• Corporate positions

18. Quiz Question #1
• Where is True Religion’s
Headquarters located?
–ANSWER: Manhattan Beach,
California

19. Quiz Question #2
• Who is the founder of True
Religion?
–ANSWER: Jeffrey Lubell

20. Quiz Question #3
• Who is True Religion’s target
market?
–ANSWER: Men/women in their
late twenties to mid thirties