True Religion has launched a new shopping app prior to the start of the holiday season. The addition is part of the brand’s quest to evolve into a more direct-to-consumer brand with a focus on digital.
“We know that the True Religion customer uses their smartphone to engage with the brand because over half of new visits to truereligion.com and more than 80 percent of all transactions are from a mobile device,” said Scott McCabe, True Religion senior vice president of e-commerce. “The app will enhance our ability to facilitate a seamless and more direct relationship to our most loyal customers.”
The company, which is celebrating its 20th anniversary, expects the app to account for 10 percent of its total e-commerce sales in 2023.
“This past year, e-commerce has grown to 40 percent of sales, while wholesale and physical retail are at 30 percent. Over the next five years, our goal is for e-commerce to increase to 50 percent, with wholesale at 40 percent, and vertical retail at 10 percent,” CEO Michael Buckley told Rivet earlier this year.
Created by app specialist Poq, which has made apps for Cotton On, Cotton Traders and Hot Topic among others, the app features exclusive offers, promotions and limited-edition products not available elsewhere. There is also exclusive and interactive content, including interviews with True Religion’s collaboration partners, user generated content, styling advice and more. It is available to download in the Apple and Google Play stores.
The launch of the app comes just weeks after the Los Angeles-based brand released a collaboration with hip-hop and R&B singer Dreezy, its first female-focused campaign in four years, and hired Tina Blake to lead women’s design.