American denim label True Religion seems to be concentrating on increasing its physical presence. The brand has just launched a new ‘concept store’ in New Orleans. The national chain already has around 128 stores in the United States. The New Orleans location is the first to amalgamate True Religion’s traditional retail displays, such as Denim Bar, with all new technological innovations, reports a fashion site.
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John Ermatinger, Chief Executive Officer – True Religion said, “This is really our launch pad, introducing our store designs which showcases products in a new way — starting with the Denim Bar – but also the digital technology that complements the physical space, like digital runway screens. Our motto is ‘There are many religions in the world, but everybody wears jeans’.” An electronic 42-inch kiosk is also there, allowing customers to explore more options, including brand’s products available online, and thus driving e-commerce into the brick and mortar store. The kiosk is actually a part of the denim brand’s ‘Endless Aisle’ tech initiative, which offers real-time access to the retailer’s full inventory.
Adding more ‘tech factor’ to the store, the new location is enabled with the brand’s ‘Black Book’ technology, which allows the store staff to access the customer’s history of purchases, to better assist the buyers in making selections.
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“First, True Religion has always enjoyed and continues to celebrate a high level of diversity. We are adventuresome and have a tendency to push the norms, and we are enlightened and progressive. I feel New Orleans shares those same traits,” said optimistic Ermatinger.
