Strategy Case Analysis
Case 1.4 True Religion
True Religion was founded in 2002 by Jeff and Kym Lubell, a husband-and-wife duo. The
company specializes in premium jeans which are priced in the range of $100 to $400.
Being the second largest premium denim brand in the country, True Religion has faced a
lot of changes and threats since its birth; but with effective and efficient business
strategies, the company has survived the economic crisis of 2008 and competed
successfully with other prominent denim brands such as Levi Strauss, Rock & Republic,
etc… This paper sets to explain the success story of True Religion by examining the
strategies used by True Religion and how those strategies help fought off the competition.
One of True Religion business strategies is the diversification of products ranging from
denims to non-denims items such as sportwear, T-shirts and hoodies. The related
diversification of products helps to boost the sale of denim and non-denim products.
Accompanying the diversification strategy is the implementation of forward vertical
integration in its distribution and marketing of products. Using its own stores, True
Religion was able to introduce to customers the non-denim products because the offers to
sell those to big retailers were denied because retailers only viewed True Religion as a
denim brand. Also by having over 70 stores in the United States, with many located in the
best locations, True Religion has a competitive edge over its competitors in the race for
sales. As of 2009, as the majority of sales were coming from the domestic market, the
