Live Case – Project

True Religion Growth & Marketing Strategy Project

A Collaboration Between

Project Synopsis

The denim market today is more saturated than ever, with many legacy brands winning over consumers with nostalgia and brand loyalty. Eye-catching new labels with innovative products and advertising are grabbing up market share. With recent changes to the company’s organization, and revision of the brand’s logo and pricing structure, True Religion is looking to stimulate growth in their eCommerce business. It’s an exciting time in the brand’s evolution, and True Religion is counting on you to propose one strategy and course of action that will have a monumental impact on the business!  You’ll gain hands-on experience with a brand in the midst of a turnaround and aiming to double their eCommerce business in three years and triple the business in five years.

Project Topics

Customer Service

Growth Strategy

Marketing

Company Information

CompanyTrue Religion
HQGardena, California, U.S.
RevenueUnlisted
EmployeesUnlisted
StageMedium Business
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time
Websitehttps://www.truereligion.com/

Company Overview

Apparel brand specializing in Denim. Our brand is sold around the world. Direct in owned and operated store, owned online and wholesale . The brand has a very loyal fan base spanning the original fans that purchased brands almost 20 years ago, to a new Gen Z & millennial customer.

Experiential Learning Program Details

SchoolFlorida Institute of Technology (Florida Tech)
Engagement FormatLive Case - Think "Hackathon" or Case Competition with a whole class of students! This learning format allows educators to deliver experiential learning to students at scale. Students are often split into groups to work on a live case (or a series of cases) from a real host company that directly relates to key learning objectives.
CourseGrowth & Marketing Strategy Project (Spring 2021)
LevelN/A
Students EnrolledN/A
Meeting Day & TimeTBD
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration4.43 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
REMINDER OF CONFIDENTIALITY

REMINDER OF CONFIDENTIALITY

During this program, you'll be working on a real project posed by a real industry partner. By registering for the CapSource system and participating in this Program, you are bound by the Rules of Engagement, including strict confidentiality of information shared with you. Please be respectful and professional.
February 1st, 2021 Event na
Kickoff Webinar 11:15 AM - 12:15 PM ET

Kickoff Webinar 11:15 AM - 12:15 PM ET

Angela, EVP of Digital, and Michael, CEO from True Religion's leadership team to present an overview of the business and the case challenge via Zoom. WATCH THE RECORDING Password: ai0#!m#h
February 2nd, 2021 Event na
KICKOFF EVALUATION DUE

KICKOFF EVALUATION DUE

February 5th, 2021 Event na
SUBMIT QUESTIONS FOR Q&A

SUBMIT QUESTIONS FOR Q&A

February 11th, 2021 Event na
Mid-Point Check-In Q&A Webinar @ 11:15 AM ET - 12:15 PM ET

Mid-Point Check-In Q&A Webinar @ 11:15 AM ET - 12:15 PM ET

Angela, EVP of Digital, and Zihaad, Creative Director, and Michael, CEO from True Religion will attend the webinar for Q&A via Zoom: https://fit.zoom.us/j/94121541693 Watch this True Religion video featuring Zihaad Wells to better understand Zihaad's role: https://www.youtube.com/watch?v=_C04-mmVg5k  
February 16th, 2021 Event na
TEMPERATURE CHECK SURVEY DUE

TEMPERATURE CHECK SURVEY DUE

February 19th, 2021 Event na
UPLOAD LINK TO 3-MINUTE RECORDED FINAL PRESENTATION UPLOAD LINK TO 3-MINUTE RECORDED FINAL PRESENTATION
February 25th, 2021 Submission Required submission-required
UPLOAD LINK TO 5-PAGE EXECUTIVE MEMO UPLOAD LINK TO 5-PAGE EXECUTIVE MEMO
February 25th, 2021 Submission Required submission-required
Florida Tech to Submit TOP 10 TEAM Submissions to True Religion

Florida Tech to Submit TOP 10 TEAM Submissions to True Religion

True Religion to confirm top-4 for presentation by Tuesday, March 2nd
February 27th, 2021 Event na
TOP FOUR TEAMS! Present Directly to True Religion Executive Team @ 3:00 PM - 4:00 PM ET

TOP FOUR TEAMS! Present Directly to True Religion Executive Team @ 3:00 PM - 4:00 PM ET

March 5th, 2021 Event na
Complete End of Project SELF Evaluation

Complete End of Project SELF Evaluation

March 12th, 2021 Event na
Complete End of Project PEER Evaluation

Complete End of Project PEER Evaluation

March 12th, 2021 Event na

Key Project Milestones

  • February 2, 2021 - Deep dive into True Religion Brand Jeans company

    • Company history & Business description
    • Purpose/Overview of eCommerce Strategy
    • Possible Key competitors for the Gen Z & millennial customer
    • Products overview
    • Possible new digital distribution channels
    • Financial: Suggested pricing & promotion models

    Suggested Deliverable:

    No deliverable required. Please use this milestone to prepare your final recommendations due February 25th, including a 5-page written report and 3-minute recorded explainer video

  • February 9, 2021 - Deep dive into the customer to promote engagement and action

    • Review/analyze results from January 2020 customer survey
    • What do the data on customer demographics, behaviors, beliefs/values (e.g. convenience, individuality/identity), and desires/preferences (e.g. ease of transaction, on-demand personalization) suggest about new eCommerce opportunities, crucial trends, and ways to efficiently deal with the market challenges?
    • How can True Religion use this information to increase customer acquisition, conversion and retention, especially focusing on the young customer segment (18-25) and increase share of business towards women?

    Suggested Deliverable:

    No deliverable required. Please use this milestone to prepare your final recommendations due February 25th, including a 5-page written report and 3-minute recorded explainer video

  • February 16, 2021 - Deep-dive into RELEVANT market segments to gain a clear understanding of what’s going on in the market and identify opportunities and threats on the horizon

    • What is the estimated growth rate and market share and size of the market in the coming years? (How are we defining “market”?, I think we should call out the apparel industry.)
    • What are some of the key ways eCommerce can drive growth?
    • In what important ways is eCommerce projected to drive growth in the future?
    • Identify three of the most dynamic companies in relevant market segments. How have they used eCommerce to gain an edge over other competitors?
    • How does your analysis shed light on crucial trends and dynamics impacting the development of the market, including the restraints, drivers, and opportunities?
    • What opportunities in the market most apply to True Religion?

    Suggested Deliverable:

    No deliverable required. Please use this milestone to prepare your final recommendations due February 25th, including a 5-page written report and 3-minute recorded explainer video

  • February 25, 2021 - Propose a creative growth strategy for monumental impact on the business

    • How can True Religion capitalize on the concepts and insights gleaned in this analysis to reach their eCommerce goals?
    • What do you propose as a growth strategy for True Religion?
    • What are the key priorities, and how should these inform decisions about factors such as:
      • Promotion and branding?
      • Customer acquisition?
      • Distribution channels?
    • Brand collaborations? Instagram/YouTube/TikTok influencer strategy? Renting the side of a skyscraper? Think Wild and Crazy!
    • Prepare to defend the concept and the course of action needed to achieve the objective.

    Suggested Deliverable:

    No deliverable required. Please use this milestone to prepare your final recommendations due February 25th, including a 5-page written report and 3-minute recorded explainer video

Project Resources

There are no resources currently available

Industry Mentors

There are currently no supervisors assigned.

Academic Mentors

Instructor

Tim Muth

[email protected]

Instructor

Robert Keimer

[email protected]

Assigned Students

Student

Rossaro Lawson 

[email protected]

Student

Marem Ndiongue

[email protected]

Student

Farran Barker 

[email protected]

Student

Daniel Aizenberg 

[email protected]

Student

Alexandre LaCombe 

[email protected]

Student

Liliana Earley 

[email protected]

Student

jackson brumbaugh 

[email protected]

Student

Kelly McLaughlin 

[email protected]

Student

Jonathan Millwood 

[email protected]

Student

jarod burklew 

[email protected]

Student

Robert Thea 

[email protected]

Student

Theo Klimanoglou

[email protected]

Student

Zoe Murphy 

[email protected]

Student

Shane Carson 

[email protected]

Student

andrew Contrera 

[email protected]

Student

Emily Figueroa 

[email protected]

Student

Sean Houpt 

[email protected]

Student

Daniel Gorman 

[email protected]

Student

Lina stranger-johannessen 

[email protected]

Student

Mohammad Khan 

[email protected]

Student

Lindsey Marquardt 

[email protected]

Student

Ian Leighton 

[email protected]

Student

Collin Robidoux 

[email protected]

Student

Amber James

[email protected]

Student

Ryan Hayden 

[email protected]

Student

Rachel Johnson 

[email protected]

Student

Hayden Kimball

[email protected]

Student

Samuel Schner 

[email protected]

Student

Nour Ettaieb

[email protected]

Student

Alexandria Easterling 

[email protected]

Student

Joshua Brathwaite 

[email protected]

Student

Andy Gadasu 

[email protected]

Student

MOHAMMED Ali AL SENANI 

[email protected]

Student

Nicholas Scheesley

[email protected]

Student

cameron williams 

[email protected]

Student

Emily L Primakov 

[email protected]

Student

Zeyu Miao 

[email protected]

Student

Srishti Konduparthi 

[email protected]

Student

Mark Komaromi 

[email protected]

Student

Brandon DePalma 

[email protected]

Student

Camilla Ribeiro 

[email protected]it.edu

Student

Ryan Hull 

[email protected]

Student

Hunter Farley 

[email protected]

Student

Sebastien Cayemitte 

[email protected]

Student

Colesen Brownell 

[email protected]

Student

Ryan McCain 

[email protected]

Student

Elena Ciulli 

[email protected]

Student

Delaney Slaton 

[email protected]

Student

Abdullah Jassim Mohammed Al Bulushi 

[email protected]

Student

Nicco Perrotti 

[email protected]

Student

Gaell Francois 

[email protected]

Student

Bushra Slhoub 

[email protected]

Student

James Caleb Smith 

[email protected]

Student

Terrell Breaux 

[email protected]

Student

Lauren Olsen 

[email protected]

Student

David Valenzuela

[email protected]

Student

Ariana Lutsic 

[email protected]

Student

Adam Cohen 

[email protected]