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Essay / Research Paper Abstract
This 4-page paper focuses on True Religion Jeans and consumer buying behavior. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTtruereli.rtf
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Unformatted sample text from the term paper:
the same kind the celebrities wear. Because of this premise, True Religion Jeans charges anywhere from $264 per pair to $650 - and more - per pair. True Religion Jeans
does not market just jeans, handbags and other denim-based products. Rather, it markets the prestige of owning jeans that celebrities own. Nor does it have to jump into any kind
of promotion. The fact that celebrities are willing to wear the brand and talk it up is a great marketing strategy for the company.
True Religion Jeans would be considered a luxury brand. Luxury products are typically perceived as high-quality (Atwal and Williams, 2009). These products are also valued for their exclusivity (not
many people own them) and their status (only the important people own them) (Atwal and Williams, 2009). According to Dubois and Duquesne (1993), consumers acquire luxury goods for their symbolism;
furthermore, consumers identify so strongly with the brand in question that it actually becomes an extension of their individual personalities. This is why, in the case study, someone was willing
to wait tables for two weeks to buy a pair of True Religion Jeans. By purchasing this article of clothing, this young woman saw herself wearing the same brand of
jeans that the celebrities wear. This is exactly what the True Religion Jeans marketing strategy focuses on. However, in this case, the market
for premium-price, high-fashion jeans and other apparel is very limited. Furthermore, the stars wearing True Religion Jeans will eventually move on and pick up the next fad. Therefore, the decision
currently facing True Jeans is The decision facing True Religion Jeans is whether to keep moving on the same path of offering
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