True Religion launches refreshed loyalty program with new benefits ahead of the holiday season

Apparel and accessories brand True Religion has revamped its customer loyalty program, expanding its reward occasions and including omnichannel opportunities.

Launching just ahead of Black Friday, the rebooted "True Rewards" program enhances customer connection by offering membership perks such as exclusive discounts, tailored shopping experiences, and access to one-of-a-kind events.

Part of the brand’s Black Friday weekend, the “True Rewards” program goes beyond just providing customers with promotions by offering access to sports, music, and cultural experiences with True Religion collaborators and Team True content creators.

“True Rewards allows us to gain deeper insights into our consumers’ shopping preferences to enable greater personalization and ultimately increase customer lifetime value,” said Michael Buckley, chief executive officer at True Religion, in a statement. “This enhanced program rewards purchases both in-store and online to provide us with a more robust omnichannel view of our customer.”

Members of “True Rewards” will be granted an exclusive two-day early access to True Religion’s Black Friday offers starting this Wednesday, in addition to 20 percent off when spending 150 dollars or more. Members can earn double rewards points on select Black Friday weekend purchases and items from True Religion’s gift guides, helping them reach higher tiers faster. From December 1 to 14, “Icon” tier members who spend 150 dollars or more will receive an exclusive trucker hat as a gift.

The revamped program offers simpler tiers, flat points, and faster redemption. For example, entry-level “Insider” is free to join, while spending 200 dollars annually at True Religion upgrades members to “Trendsetter,” and spending 500 dollars earns members “Icon” status.

A hidden fourth tier unlocks exclusive experiences for the most loyal customers. Customers can also earn points through non-purchase activities like referrals, social media engagement, and reviews, with rewards through “True Rewards” starting at just 150 points.

“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 at 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 & greets, and other ‘can’t buy’ experiences that live at the intersection of sports, music, and culture.”

Customers can now join “True Rewards” in-store, on truereligion.com, or through the True Religion app on iOS or Android mobile devices.