True Religion has rebranded and retooled its loyalty program ahead of the holiday shopping season. Formerly known as True Fam, the expanded program (which now goes by True Rewards) will lean into omnichannel capabilities and “can’t buy” experiences, such as the chance to collaborate with the brand’s Team True creator community.
True Rewards’ tiers have been renamed and redesigned to offer shoppers more flexibility and earlier redemption milestones. The entry tier, “Insider,” is free to join. Shoppers move up to “Trendsetter” status when they spend $200 per year, and “Icon” status with a spend of $500 per year. A “secret” fourth tier is unlocked for the brand’s most loyal customers, giving them the chance to win exclusive products and experiences. The new program also rewards shoppers for non-transactional engagement, such as referring friends, social media activities, and writing reviews.
True Rewards will officially kick off on Black Friday weekend, giving members exclusive two-day early access to True Religion doorbusters and 20% off purchases of $150 or more. Members also will receive double rewards points on select purchases throughout Black Friday weekend as well as on items found in the brand’s gift guides throughout the season. From Dec. 1-14, members with top-tier “Icon” status who spend $150 or more will receive an exclusive trucker hat gift with purchase.
As a brand, True Religion is at the intersection of culture, commerce and fashion. This is why the brand is leaning heavily into experiential moments that money can’t buy.
“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 of True Religion in a statement. “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-and-greets and other ‘can’t buy’ experiences that live at the intersection of sports, music and culture.”
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