True Religion rebrands, upgrades loyalty program
A denim and lifestyle apparel brand is rebooting its loyalty offering as the holiday shopping season begins.
True Religion is rebranding its loyalty program, previously known as True Fam, as True Rewards. The company initially launched True Fam in March 2023 as part of a series of strategic initiatives intended to transform it into a digital-first direct-to-consumer (DTC) brand, which also included introducing a new mobile app for the 2022 holiday season.
True Rewards – a closer look
Featuring expanded reward opportunities and omnichannel capabilities, True Rewards and will kick off the upcoming Black Friday weekend with exclusive membership perks. Members will be given exclusive two-day early access to True Religion’s doorbusters, beginning Wed., Nov. 27, plus 20% off orders of $150 or more.
Members will also receive double rewards points on select purchases throughout Black Friday weekend and from True Religion’s holiday gift guides throughout the season.
In addition, the program’s tiers have been renamed and offer shoppers greater flexibility, flat points across tiers, and earlier redemption milestones. True Rewards’ entry tier, "Insider," is free to join.
Shoppers are elevated to “Trendsetter” status when they spend $200 per year, and then “Icon” status with a spend of $500 per year. From Dec. 1-14, members with top-tier "Icon" status who spend $150 or more will be given an exclusive trucker hat gift with purchase.
A secret, fourth tier can be unlocked for the most loyal customers, which will give members the chance to win special experiences. The program also rewards members for non-transactional brand engagement, such as referring friends, social media follows, likes and shares, and participating in reviews.
True Rewards also offers members unique access to sports, music, and cultural experiences with True Religion collaborators and content creators from its “Team True” program. Other features include improved customer experience and integration with the company’s in-store POS system.
"True Rewards allows us to gain deeper insights into our consumers’ shopping preferences to enable greater personalization and ultimately increase customer lifetime value," said Michael Buckley, CEO, True Religion. "This enhanced program rewards purchases both in-store and online to provide us with a more robust omnichannel view of our customer."
True Religion is rebooting its loyalty program on the heels of its recently launched holiday campaign starring rappers Megan Thee Stallion and Hunxho, which will feature prominently in all stores. The company, which opened four new locations this year, is in growth mode and may see potential to expand from its current count of 54 U.S. stores to approximately 150 nationwide.
[READ MORE: True Religion opening four more stores — eyes big expansion]
"We’ve learned that our customers are eager to receive unique perks, which is why True Rewards goes beyond offering promotional discounts," said Kristen D’Arcy, chief marketing officer, True Religion. "We also wanted to transcend the typical transactional reward points and thank our customers for referrals, reviews, and social media engagement."
Customers can join True Rewards in-store, on the True Religion e-commerce site, or through its iOS or Android app.
Founded in 2002, True Religion is based in Los Angeles.
