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Reimagining Retail: Building Your Brand While Nurturing a Loyal Following
2025/4/2
Behind the Numbers: an EMARKETER Podcast
K
Kristen D’Arcy
S
Suzy Davidkhanian
Kristen D’Arcy: True Religion 通过提供经典款型并融入潮流元素来保持客户忠诚度。我们拥有'Chase Program'来测试潮流趋势，并在DTC渠道试水后推广到所有门店和官网。我们的忠诚度计划提供独家体验，如提前购物和活动门票，来维系客户关系。我们品牌营销策略保持了其在音乐、体育和文化领域的长期积淀，并因此获得了持续的品牌关注度。我们通过与年轻一代喜爱的音乐人合作，拓展年轻客户群体，同时避免疏远老客户。通过在不同渠道投放针对不同年龄段受众的广告，我们避免了新营销策略对老客户的疏远。“Team True”计划通过与各种类型的网红合作，覆盖更广泛的客户群体。我们通过与网红合作，参与线上潮流，并通过选择符合品牌DNA的趋势来保持品牌一致性。我们既重视绩效营销，也重视品牌建设，两者相辅相成。
Suzy Davidkhanian: True Religion 通过保持核心设计元素，并拓展产品类别，在保持品牌特色的同时，实现品牌增长。过度依赖绩效营销可能会损害品牌形象。品牌活动带来的溢出效应是一个被低估的KPI。社交媒体上的用户参与度是一个被低估的KPI。
Deep Dive
True Religion, a denim brand established in 2002, maintains a loyal following through consistent product offerings, incorporating trends, and a robust loyalty program. The brand leverages its connections with music, sports, and culture to provide exclusive experiences to loyal customers.
- True Religion's success is attributed to its consistent product offerings and a strong loyalty program.
- The brand integrates trends into its products while maintaining core styles.
- Exclusive access to events and drops is a key component of its loyalty program.
Shownotes Transcript