Marketing Launch Breakthrough: How True Religion Jeans Went From a Dream to a Multimillion Dollar Company [D2C/E-commerce Strategy + Tactics]

When launching a new product, a direct response D2C/E-commerce strategy and tactics are a proven formula for success.

For example, in the mid-2000s, the average pair of jeans cost about $30.

So, when apparel company True Religion burst onto the scene with designer styles that ran $250 to $300 a pair, they had to show the world that theirs weren’t your everyday denim.

When I first met with the owner, True Religion was just a dream. My ad agency helped make it a reality… here is how.

To get the value proposition and message to his target audience was why the entrepreneur came to our ad agency; he knew I specialized in targeted, accountable marketing and had a great track record in turning entrepreneurial dreams into multimillion-dollar companies.

So, after I outlined a plan, he contacted my team at CDMG and me to take his small start-up budget and create a successful D2C/e-commerce campaign.

Here’s the story …

The Marketing Challenge

How do you market something that seems common and appears to be priced way too high?

True Religion Jeans was an unknown start-up company that faced many obstacles to break into the cutthroat denim clothing market with established brands with million-dollar budgets for marketing. The challenge was to position the company as a genuine competitor of style that demanded attention and made a statement in this ruthless and crowded retail segment.

Our three biggest marketing hurdles?

The High Cost of True Religion Jeans
No one had ever heard of True Religion Jeans
And convince the retail establishment to clear valuable (and expensive) display space in their stores to promote an unknown company with a small marketing budget.
Create a high ROI direct-to-consumer/e-commerce advertising campaign

Our Creative Solution

My team immediately fashioned a Unique Selling Proposition (USP) around the individuality of the clothing line: a healthier, more natural jean made without chemicals. We touted that the jeans were finished by hand and that it took months to create a single pair.

And as part of the positioning, we stressed phrases like “livable perfection” that elevated the brand from a mere luxury item into an entire lifestyle.

Our creative team of media experts, direct response copywriters, direct response web designers, and direct response artists created:

The first True Religion e-commerce website. Incorporating direct response marketing principles of copy and art, we created a powerful image, including the positioning and branding of True Religion jeans. We presented all the key selling points in a cohesive, exciting experience for the visitor.
A persona for the owner by sharing his “True Religion Jeans Story” on the website that brought excitement and personality to the brand.
Data collection, e-commerce, and social media elements will create a full sense of community and enable us to communicate and mobilize our audience.
A special 3D direct mail marketing campaign to high-end retailers and specially selected “influencers” was created. 3D campaigns are one of the most powerful ways to grab the attention of a hard-to-reach audience … and resulted in over 20% response. (You can read more about this format by clicking HERE.)
And all the accompanying integrated marketing materials, including emails, fliers, ads, inserts, and direct mail pieces.

The Results

The True Religion Jeans campaign was one of America’s great success stories.

From a retail point of view, the company was elevated into a highly sought-after brand by retailers.

Most high-end retail stores carry True Religion jeans.

In fact, thanks to our company positioning, the high cost of the jeans became a plus and played into the desire for the look and feel of luxury goods. Not only was the higher quality/higher cost accepted, but it transformed the company into one of the most successful and profitable brands in the retail clothing sector.

The brand is a staff favorite of celebrities.

For consumers, True Religion Jeans became a household name.

Do you need a fresh approach to supercharge your marketing and advertising?

My team and I would love to help you.

If you would like to discuss your marketing strategy and approach, please call us at 615-814-6633 or email us at [email protected].

In my book, The New Multichannel, Integrated Marketing: 29 Trends for Creating a Multichannel, Integrated Campaign to Boost Your Profits Now, I reveal everything you need to know now about creating a profitable, accountable marketing campaign using today’s cutting-edge strategies.

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