Capstone – Project

Growth & Marketing Strategy Project

A Collaboration Between

Engagement Synopsis

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.

Company Information

Hiring PotentialN/A

Company Overview


Course Info & Engagement Details

Engagement Format -
Students EnrolledN/A
Meeting Day & TimeN/A
Student Time CommitmentN/A Per Week
Company Time CommitmentN/A

Relevant Topics

Growth Strategy


Research & Development


There are currently no students assigned.

Program Timeline

Touchpoints & Assignments Due Date Type

Key Project Milestones

  • March 23, 2021 - Deep-dive into the True Religion Brand Jeans company

    • Company history
    • Business description
    • Strategy
    • Major products, services and brands of the company
    • Locations and distribution channels
    • Key competitors
    • Financial: Financial ratios, pricing models, cost targets

    True Religion Website

    Suggested Deliverable:

    In-class presentation on the True Religion Brand Jeans company

  • March 24, 2021 - Deep-dive into the market to gain a clear understanding of what’s going on in the market and identify opportunities and threats on the horizon

    • What is the estimated growth rate and market share and size of the market in the coming years?
    • What are the factors driving and inhibiting market growth?
    • What are the future opportunities in the market?
    • Which are the most dynamic companies and what are their recent developments within the market? How have they gained a competitive edge over other competitors?
    • What are the key trends observed in the market? What key developments can be expected in the coming years?
    • How does your analysis shed light on crucial trends and dynamics impacting the development of the market, including the restraints, drivers, and opportunities?
    • What opportunities does the market hold for True Religion?

    Suggested Deliverable:

    True Religion Asks: Customer survey data; business KPI data by channel (email/SMS/paid media/organic social)

    Suggested Deliverable: 

    Market analysis report (Market forecast, key revenue drivers and projections, profile of top companies, other relevant reports)

  • March 25, 2021 - Propose a creative growth strategy for monumental impact on the business

    • How can True Religion capitalize on the concepts and insights gleaned in this analysis?
    • What type of growth strategy do you propose, and why?
    • What are the key priorities, and how should these inform decisions about factors such as Promotion and branding, Customer acquisition, Distribution channels.
    • Brand collaborations? Instagram influencer strategy? Renting the side of a skyscraper? Think Wild and Crazy!
    • Prepare to defend the concept and the course of action needed to achieve the objective.

    Suggested Deliverable:

    Growth Strategy report and presentation

Project Resources

There are no resources currently available

Industry Mentors

There are currently no supervisors assigned.

Academic Mentors

There are currently no supervisors assigned.