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Revitalizing eCommerce Growth Strategy for True Religion Brand Jeans

Last Updated: 04/01/2026

Case Organization

True Religion

https://www.truereligion.com/

500 West 190th Street, Suite 300, Gardena, CA 90248, USA

101-500

Case Contributors

Theresa Watts

Senior Vice President Human Resources, Diversity, Equity and Inclusion @ True Religion for 5 year(s)

in/theresa-w-b9026b1

Results-driven Human Resources, Organizational Business and Management Professional with broad-based experience in organizational design, development, and management within Fortune 500 companies. Accomplished seasoned professional who has earned a reputation for building/designing HR departments, consistently integrating the people, information, and technology of an organization to improve productivity, increase efficiencies, enhance quality, and maximize profitability. Collaborative leader with the ability to build, train, motivate, and mentor highly successful teams to outstanding performance. Effective communicator possessing excellent interpersonal and relationship-building skills. Consistently promoted and sought out for expertise. Expertise includes:

  • Organizational Development 
  • Strategic Planning
  • Project Management 
  • Employee Relations
  • Change Management 
  • Team Leadership
  • Process Improvement 
  • International Business Development and Operations 
  • Training and Development 
  • Coaching and Mentoring
  • Risk Assessment and Management 
  • Mergers and Acquisitions

Case Disciplines

Digital Marketing Growth Strategy Marketing Sales & Business Development

Skills & Expertise

Brand Repositioning Competitive Benchmarking Consumer Insights Conversion Rate Optimization (CRO) Customer Acquisition Strategy Customer Experience (CX) Design Customer Retention Strategy Customer Segmentation Digital Distribution Strategy Digital Growth Strategy eCommerce Strategy Gen Z & Millennial Marketing Influencer Marketing Instagram) KPI Development Loyalty & Engagement Strategy Market Trend Analysis Marketing Analytics Omnichannel Strategy Performance Marketing Personalization Strategy Pricing Strategy Promotional Strategy Social Media Strategy (TikTok

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Background & Objective

The challenge or opportunity you are trying to address for the organization.

The denim market is evolving rapidly, with legacy brands leveraging nostalgia and emerging labels introducing innovative designs and captivating advertising. True Religion, a once-iconic brand, is rebranding itself with a new logo, adjusted pricing structures, and organizational changes. The company aims to double its eCommerce business in three years and triple it within five years.
Learning Objectives

This is what students will learn as they complete the case.

This case focuses on developing a high-impact eCommerce growth strategy for a legacy retail brand undergoing transformation. Students will build skills in digital marketing, customer segmentation, and strategic growth planning while connecting data-driven insights to bold, actionable business initiatives. 
  •  Analyze eCommerce business models and digital growth drivers within the retail and apparel industry 
  •  Evaluate customer segments, behaviors, and preferences to inform acquisition and retention strategies 
  •  Conduct competitive benchmarking and market analysis to identify trends and white space opportunities 
  •  Develop data-driven insights to support targeting of Gen Z and millennial consumers 
  •  Design innovative digital marketing and brand engagement strategies, including influencer and platform-based approaches 
  •  Create a bold, high-impact growth initiative aligned with business goals and brand repositioning 
  •  Define key performance indicators (KPIs) to measure eCommerce success across acquisition, conversion, and retention 
  •  Translate strategy into an actionable implementation roadmap with clear milestones and performance tracking
Key Action Items

These are activities and action items you might want to complete in order to achieve the expected outcomes.

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