True Religion Research Paper

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True Religion Jeans A good pair of jeans feels like they have been worn for years before you buy them. They are quality that can stand the test of time. It is an emotional connection to comfort, feelings, and style. True Religion a premium jean company was founded in 2002 by Jeff Lubell, and had become one of the largest premium denim brands in the United States by 2012. Their brand was started with five styles of women’s jeans available in five washes with the corporate logo featuring a smiling Buddha strumming a guitar. The concept was that women loved wearing their boyfriends and husbands jeans so he created these styles to mimic that feeling. Despite a slow start the True Religion brand started to take off after celebrities were caught …show more content…
Their other claim to fame is that they have stayed true to the “Made in the USA” stamp. When they entered the international market this was a huge plus for the company. Not only do Americans value that their product was made in the USA, but so do those in other countries. They see that as quality and are willing to pay higher prices for the product, especially in Japan. Because True Religion is a wholly American based brand their shipment times are shorter to the retailers and their personal stores, and this allows them to quickly turn the product into …show more content…
If people do not have a personal connection to a product they either will not buy it or they will buy a similar product for a lesser price. This is the realization that prompted Lubell and True Religion to branch out into a “Lifestyle” brand market. True Religion focused on embellishments, different looks, intricate embroidery, and sparkly crystals which did raise the retail cost of the extra effort put into making the jeans from a starting price of $200 to $500 a pair. In 2008 when the denim market changed directions due to the demand for a more classic denim that would last True Religion followed suit with other designers, however even though it cost less to make the simpler denim True Religion stuck to charging $192 or more for a pair of jeans with a price peak in their retail stores of $272 per pair in the first quarter of 2009. From 2009 through 2011 True Religion saw yearly wholesale drops. This is also at the time that Lubell decided to skip on the skinny jean market and not follow suit with his competitors. He saw this as a fad and did not want to jump on board. It is not 2015 and the skinny jean is still going strong. Lubell also missed the colored denim trend. Both of these mistakes caused some of their brand followers to go in another direction in order to keep up with
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