Challenge
True Religion Brand Jeans (TRBJ) is an American premium casual apparel brand that from humble beginnings in 2002 has grown into a global $US300 million business. TRBJ needed a marketing strategy to support its goal to significantly grow Asian regional sales, primarily through developing a network of own-brand retail stores, and asked Concise to calibrate a fit-for-purpose marketing plan.
Approach
Concise’s Singapore office completed a business positioning review, to understand the factors behind TRBJ’s historical growth, its approach to retail, its marketing mix and investment decisions. An analysis of the competitive landscape was then performed to understand the growth paths and marketing investment of key competitors. Concise followed this analysis up with an examination of the macro growth prospects for key Asian markets and then scoped and ran a pitch in key markets to select preferred agency partners.
Outcome
With a tangible and actionable marketing plan, TRBJ has been able to inform and drive its business growth strategy in key Asian markets.
True Religion Brand Jeans
True Religion Brand Jeans (TRBJ) is an American premium casual apparel brand that from humble beginnings in 2002 has grown into a global $US300 million business. TRBJ needed a marketing strategy to support its goal to significantly grow Asian regional sales, primarily through developing a network of own-brand retail stores, and asked Concise to calibrate a fit-for-purpose marketing plan.
Approach
Concise’s Singapore office completed a business positioning review, to understand the factors behind TRBJ’s historical growth, its approach to retail, its marketing mix and investment decisions. An analysis of the competitive landscape was then performed to understand the growth paths and marketing investment of key competitors. Concise followed this analysis up with an examination of the macro growth prospects for key Asian markets and then scoped and ran a pitch in key markets to select preferred agency partners.
Outcome
With a tangible and actionable marketing plan, TRBJ has been able to inform and drive its business growth strategy in key Asian markets.