True Religion, a brand synonymous with designer denim, is undergoing a strategic shift. Long known for its men’s collections, the company is now setting its sights on a new target audience: women. This renewed focus on women’s fashion is a strategic move designed to propel True Religion towards a more balanced future.
A Shapewear Revolution: The True Booty Perfector
The centerpiece of True Religion’s women’s initiative is the launch of the “True Booty Perfector” collection. This innovative line of shapewear takes the concept of jeans beyond simply covering your legs. Imagine a collection designed to celebrate and enhance the natural curves of the female form. The True Booty Perfector jeans, available in a variety of washes and fits, utilize an “innovative curved back yoke” that lifts and shapes for a flattering silhouette. The “power stretch” denim provides excellent retention and a comfortable fit, ensuring all-day confidence.
Building Buzz with Big Names: Anastasia “Stas” Karanikolaou Joins the Movement
True Religion understands the power of influencer marketing in today’s digital age. To generate excitement for the True Booty Perfector collection, the brand has partnered with social media powerhouse Anastasia “Stas” Karanikolaou. Stas, known for her infectious personality and trendsetting style, is the perfect embodiment of the True Religion woman – confident, beautiful, and comfortable in her own skin. Her endorsement of the True Booty Perfector collection is sure to generate buzz and attract a new generation of female customers to the True Religion brand.
A Long-Term Vision: Building a Women’s Fashion Powerhouse
The True Booty Perfector collection is just the first chapter in True Religion’s commitment to women’s fashion. The company has ambitious plans to expand its women’s business to account for 50% of its total sales. This signifies a major shift for a brand that has traditionally focused on menswear. We can expect to see a wider range of women’s styles and silhouettes emerge in the future, with a focus on body-shaping innovations that flatter and empower.
True Religion’s strategic pivot towards women’s fashion is a bold move, but one with significant potential. The True Booty Perfector collection offers a glimpse into the future of the brand, a future that celebrates the female form and caters to the desires of a growing customer base.
