LibraryCapSource OpenCasesTrue Religion's True Rewards Program

CapSource OpenCases

To View Full Case Details.

Register Now
Already Have an account? Log In

True Religion's True Rewards Program

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

Customer Service & Account Management Digital Marketing Growth Strategy Market Research Marketing PR & Communications

Skills & Expertise

Average Order Value (AOV) Optimization Brand Positioning Competitive Analysis Consumer Behavior Analysis Conversion Rate Optimization (CRO) CRM Strategy Customer Engagement Strategy Customer Lifetime Value (LTV) Optimization Customer Persona Development Customer Retention Strategy Customer Segmentation Digital Marketing Strategy Email Marketing Growth Strategy KPI Development Loyalty Program Strategy Market Research Omnichannel Marketing Performance Marketing Analytics Promotional Strategy Sales Campaign Development Social Media Marketing

Featured Videos

Background & Objective

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

True Religion, known for its high-quality jeans and iconic stitching, is headquartered in Gardena, CA. The company is embarking on a strategic initiative to grow its customer base and increase engagement through its True Rewards loyalty program.
Learning Objectives

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

 This case focuses on customer segmentation, loyalty program strategy, and retail marketing within the fashion industry. Students will develop skills in understanding consumer behavior, identifying competitive differentiation, and designing campaigns that drive engagement, conversions, and long-term customer value. 
  •  Analyze True Religion’s business model, brand positioning, and customer engagement channels 
  •  Develop detailed customer personas based on behaviors, preferences, and purchasing patterns 
  •  Evaluate customer loyalty drivers and how they impact retention and lifetime value (LTV) 
  •  Conduct competitive analysis to identify best practices and white space opportunities in loyalty programs 
  •  Identify opportunities to differentiate True Religion’s loyalty program in a crowded retail market 
  •  Design targeted marketing and sales campaigns to increase loyalty program membership and conversions 
  •  Define key performance metrics (KPIs) to measure campaign success and customer engagement 
  •  Translate insights into a structured campaign playbook that aligns with business goals and drives revenue growth
Key Action Items

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

Milestones
Milestone #1
Guiding Questions
Deliverable
Suggested Outcome(s)
Milestone #2
Guiding Questions
Deliverable
Suggested Outcome(s)
Milestone #3
Guiding Questions
Deliverable
Suggested Outcome(s)
Milestone #4
Guiding Questions
Deliverable
Suggested Outcome(s)

Explore the CapSource Case Library

Explore Case Library

The CapSource Case Library helps students explore real-world challenges faced by leading organizations across industries. Each case introduces a practical business or social impact problem and invites students to think critically about potential solutions.

Students can use cases to:

Discover potential career paths and industries
Learn how organizations approach strategy, operations, and innovation
Practice solving real-world challenges
Build a portfolio of real work product that showcase impact

Educators can register and browse the library for free. Upgrade for classroom use to bring experiential learning into your courses through case discussions, assignments, and competitions. The library is constantly growing and used by schools everywhere.

What you get when you upgrade:

Case notes and discussion/facilitation guides
In class presentation slides and teaching support materials
Visibility of student submissions and industry feedback
Evaluation tools and outcomes reporting

Unlock the Full Case

Create a free account to browse case materials, submit custom cases/case responses, and explore ways you can leverage this material to improve classroom engagement and enhance learning outcomes.

Register to View Full Case Details

Register Now

Already have an account? Log In

Educator or organization? Book A Demo