True Religion Launches True Fam Loyalty Program

The tier-based program supports the brand’s digital-first DTC growth strategy while building deeper relationships with its customers

True Religion, an iconic American denim and sportswear brand, today announced the launch of its new loyalty program, True Fam. True Fam is an important milestone in a series of strategic initiatives transforming True Religion into a digital-first direct-to-consumer (DTC) brand. True Fam will reward True Religion’s most loyal shoppers with a more personalized experience along with exclusive perks, event access and additional savings.

“Customer retention is one of our top priorities as we evolve to become primarily a DTC brand,” said Michael Buckley, Chief Executive Officer, True Religion. “Our new True Fam loyalty program will allow us to maximize customer retention and customer lifetime value, both of which are essential to True Religion’s continued growth.”

True Fam gives True Religion the opportunity to develop a deeper relationship with its consumers while also increasing customer lifetime value. The three-tiered loyalty program allows True Fam members to earn and redeem points across all consumer touchpoints, including in-store, online, and through the brand’s recently launched mobile app.

“Loyal customers spend 67% more on average than new ones, and the ability to earn rewards influences about two-thirds of consumers’ behavior,” said Scott McCabe, Senior Vice President, Digital. “Furthermore, our most valuable customers aren’t just the ones who spend the most money. True Fam allows us to prioritize shoppers who refer True Religion to their friends and family while also tailoring their experiences based on purchase history and tier status.”

True Fam has been co-created and tested with True Religion’s community, who were very vocal in helping the brand identify the ideal tiers and rewards. True Fam’s creative identity borrows from True Religion’s roots and connection to the music industry. It’s tiers—Opening Act, Headliner, and Icon—are differentiated by spending threshold and rewards. Each tier offers points based on spend, welcome discounts, birthday discounts, and early access to sales. As shoppers reach new tier levels, more valuable rewards are unlocked:

• Opening Act status is free to anyone who signs up and rewards shoppers with 1 point per dollar spent; 15% off Welcome Discount; $10 off Birthday Reward; and early access to sales;
• Headliner status is achieved when shoppers spend $200 per year and rewards members with 1.25 points for each dollar spent; 20% off Welcome Discount; $15 off Birthday Reward; $20 off Anniversary Discount; early access to sales; members-only sales and events; and access to True Religion’s annual sales event;
• Icon status is achieved when shoppers spend $400 annually and rewards members with 1.5 points for each dollar spent; 25% off Welcome Discount; $20 off Birthday Reward; $25 off Anniversary Discount; early access to sales; members-only sales and events; and access to True Religion’s annual sales event.

The program will roll out to customers across all of True Religion’s channels throughout the Spring. On True Religion’s website and app, banners announcing the program will be featured. Customers will have access to their member profile page where they can check their points balance and points redeemed. In-app notifications will advise shoppers on special offers, ways to earn, and points earned and redeemed. Emails and SMS will be used to promote the program as well as special point opportunities. In-store, True Fam will be marketed with signage, scannable POS receipts, along with in-store sign up and redemption at check out.

True Fam was developed in partnership with Lexer for CDP data and Yotpo, a loyalty strategy platform. ZURB tested the program with current and prospective True Religion customers.

About True Religion

In 2002, True Religion emerged onto the Los Angeles denim scene by blowing up the construction of the classic five-pocket jean. With its five-needle thread at two-stitch-per-inch process, the True Religion Super T stitch was instantly recognized for style that was unlike any other denim brand in the world. True Religion speaks to the uniqueness found in all of us. The brand is worn by athletes, musicians, and artists globally to express their individual style. Delivering an exclusive assortment of iconic styles, True Religion Brand Jeans focuses on producing high quality premium denim and sportswear for men, women and kids.

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