The Rise and Fall of True Religion Jeans…How it Happened Part 2 : The launch
2000's - The launch and rise of True Religion
In America, True Religion had made a name for themselves and with all the hype it created from launching in just a few department stores, they eventually sold out in many regions. The prices of their jeans were never meant for low-end buyers.
As a year, 2005 was nuts, as the brand’s profits spiked and the Company made over $100 million in profits. After the mid-2000s, the brand earned invaluable exposure through multiple celebrity attires, film inclusions, and fashion magazine mentions from Elle, Vogue and Bazaar.
In 2007, sales climbed to $160 million, and the brand's overall market cap increased to $500 million. The business strategy to target the luxury market and keep products in the price range of $100-$300 was working well.
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