The denim market today is more saturated than ever, with many legacy brands winning over consumers with nostalgia and brand loyalty. Eye-catching new labels with innovative products and advertising are grabbing up market share. With recent changes to the company’s organization, and revision of the brand’s logo and pricing structure, True Religion is aiming to reinvigorate consumer interest, create compelling brand identity, capture the attention and loyalty of a young generation of customers while still tapping into True Religion’s nostalgic value for Gen X original fans. It’s an exciting time in the brand’s evolution, and True Religion has tasked you with developing the brand’s future vision and roadmap for implementation! You’ll gain hands-on experience with a brand in the midst of a turnaround, and exposure to the full eCommerce business positioned to nearly double its percentage of contribution. At the conclusion of the project, you will pitch one strategy and course of action that will have a monumental impact on the business.