I believe that True Religion Jeans in terms of continued viability has redefined its success since opening in 2002. Lubell tried several times prior to True Religion Jeans became a hit but he didn’t stop, he kept building a brand and listening to what the customers wanted. The company had a lot of ups and downs throughout the years and each time they had to redefine their brand with the times. Their average annual sales rate from 2007 to 2012 grew almost 22 percent (Barney, p. PC1-11). As times changed, their style changed, such as Lubell skipped out on skinny jeans and pushed the more bell bottom look. Another time was when they moved aware from elaborate finishing details to more of a basic style (Barney, p. PC1-26). The company relied sole on Lubell’s eye for fashion but sales were taking a decline. Between 2010 through 2013 True Religion’s loss some of their e-shelf space and retailers were cutting back on allocations. They tapped into a market of the mannish style jeans because women enjoyed wearing their husbands or boyfriends jeans (Barney, p. PC1-25). This was one market area that wasn’t being tapped into until now for women. Every time the company redefined their success with a different style of jean, going into the non-denim side or just ensuring that they kept their brand in tack and ensuring quality of every product that was …show more content…
They were not able to sell like they did. It was reported by Wall Street Journal that their jeans were $50 to make, wholesaled for $152, and retailed at $335 per pair (Barney, p.PC1-16). At one time, True Religion was making a huge profit and so was the retailers. Marketing made headlines in 2003 with the “It’s all about the butt” comment that rushed women to the stores to purchase a pair (Barney, p. PC1-22). But that all declined in 2009 and they needed to make a