Live Case – Project
True Religion Growth & Marketing Strategy Project
A Collaboration Between
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
| Company | True Religion |
| HQ | Gardena, California, U.S. |
| Revenue | Unlisted |
| Employees | Unlisted |
| Stage | Medium Business |
| Hiring Potential | Follow-on Projects, Formal Internship, Entry Level Full-Time, Upper Level Full-Time |
| Website | https://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
| School | Florida Institute of Technology (Florida Tech) |
| Engagement Format | Live 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. |
| Course | Growth & Marketing Strategy Project (Spring 2021) |
| Level |
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| Students Enrolled | 150 |
| Meeting Day & Time | Various |
| Student Time Commitment | 4-7 Hours Per Week |
| Company Time Commitment | 2 Hours |
| Duration | 4.43 Weeks |
Program Timeline
| Touchpoints & Assignments | Due Date | Type | |
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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.
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February 1st, 2021 | Event na | |
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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
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February 2nd, 2021 | Event na | |
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KICKOFF EVALUATION DUE
KICKOFF EVALUATION DUE
FORM UPDATED 2/4/21: https://forms.gle/kHbCyZmf5FkWUSA57
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February 5th, 2021 | Event na | |
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SUBMIT QUESTIONS FOR Q&A
SUBMIT QUESTIONS FOR Q&A |
February 11th, 2021 | Event na | |
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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?
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February 16th, 2021 | Event na | |
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TEMPERATURE CHECK SURVEY DUE
TEMPERATURE CHECK SURVEY DUE |
February 19th, 2021 | Event na | |
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UPLOAD LINK TO 3-MINUTE RECORDED FINAL PRESENTATION
UPLOAD LINK TO 3-MINUTE RECORDED FINAL PRESENTATION
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February 25th, 2021 | Submission Required submission-required | |
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UPLOAD LINK TO 5-PAGE EXECUTIVE MEMO
UPLOAD LINK TO 5-PAGE EXECUTIVE MEMO
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February 25th, 2021 | Submission Required submission-required | |
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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
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February 27th, 2021 | Event na | |
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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
via Zoom: https://fit.zoom.us/j/98798197516
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March 5th, 2021 | Event na | |
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Complete End of Project SELF Evaluation
Complete End of Project SELF Evaluation |
March 12th, 2021 | Event na | |
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Complete End of Project PEER Evaluation
Complete End of Project PEER Evaluation |
March 12th, 2021 | Event na |
Key Project Milestones
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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
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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
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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
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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
Assigned Students
