Key Takeaways:
- True Religion Jeans succeeded by using a targeted D2C/e-commerce strategy despite a high price point.
- The campaign positioned the jeans as handcrafted, chemical-free luxury items to justify premium pricing.
- A strong brand story and lifestyle messaging helped turn the product into a movement.
- Creative tactics included a direct response e-commerce website and 3D direct mail to retailers and influencers.
- The result was massive growth, retail acceptance, celebrity endorsement, and a multimillion-dollar brand.
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.
Action…
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 Michael 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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FAQs:
Q: What was the biggest challenge in marketing True Religion Jeans?
A: The main challenges were the high price, lack of brand recognition, and breaking into a crowded market with limited funds.
Q: How did the marketing team justify the jeans’ $250–$300 price tag?
A: They focused on the jeans being hand-finished, chemical-free, and part of a premium lifestyle to build perceived value.
Q: What creative tactics were used in the campaign?
A: The campaign used a direct response e-commerce site, data-driven marketing, storytelling, social media, and 3D direct mail to reach key audiences.
Q: How did retailers respond to the campaign?
A: High-end retailers embraced the brand, turning its high cost into a selling point that enhanced its luxury appeal.
Q: What was the overall result of the campaign?
A: True Religion Jeans became a household name, favored by celebrities, and grew into a multimillion-dollar company.
About Craig Huey:
Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:
- Tested more than 10,000 digital marketing variables.
- Mailed over 10 million pieces of direct mail in the last year alone.
- Won more than 120 awards for marketing excellence.
Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.