The Rise and Fall of True Religion Jeans…How it Happened Part 6 : End of Internal Chaos
Internal chaos and private equity drew the way for Bankruptcy
The world saw a massive rise in global eCommerce sales. Brands, like True Religion, that stuck with their business model of selling higher-priced products in regular retail stores and boutiques struggled. And to add to that, there were a growing number of problems with knock off counterfeit and replica jeans that closely resembled True Religion jeans being sold online for a fraction of the price.
True Religion really struggled at growing their digital assets.
In 2014, True Religion launched a #BeSoBold campaign on social media. In response, the brand was criticized for its overpriced clothing on the internet. In 2016, True Religion bore a loss of $78 million and filed for Chapter 11 bankruptcy in Delaware.
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