Bad Investments and a shift in consumer behavior led to the first fall
Despite the great financial recession in America in 2008, True Religion was standing firm in their business, and in that year they invested $2 million in a national consumer advertising campaign.
This investment turned out to be a big flop, and True Religion turned its back towards the big Asian market, which promised sales and growth. By the end of 2011, True Religion saw a slight decrease in their profits for the first time.
But in the background, more serious changes were happening to consumer preferences. In 2008-2010, people started to become more health-conscious in America and adopted healthy lifestyle habits. Soon the $319 skinny jeans everyone wanted were replaced by Lululemon's $98 yoga pants.
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