True Fam Becomes True Rewards with New Look and Bigger Perks

Exclusive Perks Added for Black Friday Shopping Weekend

True Religion, the iconic global lifestyle apparel and accessories brand, today announced that it has rebooted its loyalty program just in time for the holiday shopping season, expanding the program’s reward opportunities as well as enabling omnichannel capabilities. Formerly known as True Fam, the brand’s loyalty program has been rebranded as True Rewards and will kick off the Black Friday weekend with exclusive membership perks. This new program goes beyond simply offering discounts or promotions by offering members unique access to sports, music, and cultural experiences with True Religion collaborators and Team True content creators. It also offers an improved customer experience and is now integrated into 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, Chief Executive Officer, 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 Rewards members will be given exclusive 2-day early access to True Religion’s doorbusters, beginning this Wednesday, plus 20% off spends of $150 or more. Members will also receive double rewards points on select purchases throughout Black Friday weekend and from True Religion’s gift guides throughout the season, giving shoppers a chance to scale tiers more quickly. From December 1 – 14, members with top-tier “Icon” status who spend $150 or more will be given an exclusive trucker hat gift with purchase.

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. A secret, fourth tier can be unlocked for the most loyal customers, which will give members the chance to win amazing experiences. The program also rewards shoppers non-transactional brand engagement, such as referring friends; social media follows, likes and shares; and participating in reviews. Redemption begins with just 150 points.

“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. True Rewards gives our highest spending customers unique perks tied to our brand activations, such as early access to collaborations, exclusive opportunities to attend music events, Team True meet & greets, and other ‘can’t buy’ experiences that live at the intersection of sports, music, and culture.”

Join True Rewards in-store, on truereligion.com, or through the True Religion app on iOS or Android.

About True Religion

In 2002, True Religion emerged onto the Los Angeles denim scene by blowing up the construction of the classic five-pocket jean. With its five-needle thread at two-stitch-per-inch process, the True Religion Super T stitch was instantly recognized for style that was unlike any other denim brand in the world. True Religion speaks to the uniqueness found in all of us. The brand is worn by athletes, musicians, and artists globally to express their individual style. Delivering an exclusive assortment of iconic styles, True Religion Brand Jeans focuses on producing high quality premium denim and sportswear for men, women, and kids.

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