How True Religion Made a Comeback

A Brand's Struggle and Revival

True Religion, a brand renowned for its high-end jeans, faced significant challenges after its former president, Michael Buckley, stepped down in 2010. The company struggled to adapt to the rising trend of online shopping and filed for bankruptcy not once, but twice—in 2017 and 2020.

The Return of a Visionary Leader

Buckley returned to the brand in 2019 after leading another fashion company, Differential Brands Group. He took on the daunting task of turning True Religion around. His efforts paid off handsomely. Under his leadership, the company's sales doubled, and it reached its highest profitability ever.

The Digital Transformation

So, what changed? Buckley focused on adapting to the digital age. He recognized that customers were shifting to online shopping and ensured that True Religion kept pace. This strategy proved highly successful, bringing the brand back from the brink of collapse.

Beyond Online Sales

However, the turnaround wasn't solely about online sales. Buckley also worked on improving the brand's image and product quality. He made sure True Religion stayed true to its luxury roots while also appealing to a wider audience.

A Lesson for the Fashion Industry

The fashion industry is constantly evolving. Brands that fail to adapt risk falling behind. True Religion's story demonstrates that even after hitting rock bottom, a company can bounce back with the right leadership and strategy.