"A staple of the early-aughts, True Religion has benefitted from larger cultural nostalgia around Y2K. But now, the brand isn't just resonating with its core demo of millennials - it's starting to make inroads with Gen Z, too. While those ages 25-45 have been a key demographic for True Religion, about six months ago, the brand noticed that people ages 18-25 were shopping it more, Kristen D'Arcy, the brand's chief marketing officer and head of digital growth, told Modern Retail."
"As a result, True Religion - which is in the midst of a larger turnaround under new ownership - is further incorporating Gen Z into its marketing plans. Earlier this fall, it kicked off its first college tour, which it's bringing to multiple schools and states through the end of November. The brand also recently began doing paid marketing on Snapchat, a platform whose user base is primarily Gen Z."
"In October, True Religion introduced a new collaboration with Von Dutch, which brought in more younger shoppers and boosted site traffic 40% year over year. And, it has added college-age NIL athletes to its "Team True" ambassador program. True Religion is making progress with Gen Z as it works toward its goal of becoming a $1 billion company. The brand's total sales will come in around $500 million this year, D'Arcy said."
True Religion, a popular early-2000s denim brand, has benefited from Y2K nostalgia and a strong millennial customer base. The brand has observed growing interest from 18-25-year-olds and increased college-age store traffic in recent months. Marketing tactics now include a multi-school college tour, paid Snapchat advertising, a Von Dutch collaboration that increased site traffic 40% year over year, and recruitment of college-age NIL athletes into an ambassador program. Total sales are expected near $500 million this year with a $1 billion revenue goal, and accelerating customer acquisition—particularly among women and Gen Z—is a primary growth objective.
Read at Modern Retail
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