For heritage brands, change can come with a cost. Stray too far from what consumers expect, and you risk diluting the identity they know and love. Stand still, and you can get left behind. Strike the right balance, though, and you evolve alongside your customers, keeping up with what they’ll pay, what they’re wearing, and who they’re following.
Michael Buckley is CEO of True Religion, a position he has held since 2019 having previously served as President of the brand from 2006 to 2010. Michael has extensive experience in the retail space. In the interim between his two roles at True Religion, Michael served as CEO of Robert Graham Designs and CEO of Differential Brand Group (renamed Centric Brands after the acquisition of Global Brands Group), a NASDAQ publicly traded apparel and accessories company. His previous experience also includes stints as CEO of Ben Sherman, and a variety of senior positions across the consumer landscape including at Diesel Jeans.
In this episode, Michael walks us through how True Religion defined itself in the luxury denim space, and then redefined its product and price point to align with today’s urban casual customer, finding steady success in a fluctuating macroeconomic environment. He also explains how celebrity endorsements, both paid and organic, from icons like Kylie Jenner, Zara Larsson, and Megan Thee Stallion grow interest in the label and increase brand awareness.
Highlights:
- Michael’s family legacy of consumer products and companies (2:19)
- How True Religion defined itself in denim (5:35)
- Redefining True Religion’s urban casual customer (7:27)
- Evolving the brand’s product offering (10:24)
- Future plans for the retail store and wholesale business (12:00)
- The halo effect of physical locations on ecommerce (16:17)
- COVID and tariffs: adapting the supply chain accordingly (17:58)
- Celebrity brand ambassadors and following consumer trends (22:18)
- How to stay true to yourself as a heritage brand in a changing environment (27:32)
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