Nashville, March 3, 2015 — “Be So Bold” is the catchphrase surrounding luxury brand True Religion’s new marketing campaign. While encouraging consumer’s personal statements of daring fashion, True Religion made their own bold statement with the introduction of custom PixelFLEX FLEXDisplay LED video stands in a group of their top stores.
The FLEXLite 3.9mm LED screens reside in custom displays built to be a part of the store design concept and create a more compelling and immersive digital signage experience compared to traditional televisions and paper signage. True Religion built dynamic, customized content to display promotions and immersive experiences for increased customer foot traffic. The capabilities of the screen and the imaginative content combine to create what Vice President of Omnichannel Commerce and Digital Innovation John Hazen at True Religion, calls a “Trojan Horse.”
“They get people to stop and look at a brand when they otherwise might not be interested,” Hazen said. “And that’s what we’re trying to do. The content we display is complleing on its own, it’s not a hard sell. It is brand right and compelling visuals.”
PixelFLEX installed the FLEXDisplays in order to increase foot traffic and revenue just in time for the 2014 holiday season, and True Religion has decided double down on another group of additional stores. The change marks a more efficient option for promotional material versus printed signage of the past.
“It [paper signage] is incredibly expensive,” Hazen explained. “These are large cardboard or foam signs that we are usually overnighting or mailing two-day air to stores across the entire United States and Canada. So the idea of not doing that any more and being able to change out the signage library color palette four times a year is incredibly attractive.”
The content management system provides headquarters the ability to change all signs at a time, a few, or even a single sign to deliver content or promotions based on a geographical area. Making the changes digitally means a faster turnaround at a much lower cost.
“By the end of the first quarter, we’re going to have these in 30 out of our 100 full-price stores, so when it comes to our full-price business, we are going to have the ability to turn our content on a dime and allow us to be much, much more nimble than our competitors,” Hazen said.
“In today’s fast-paced world, you only have a few seconds to catch a potential customer’s eye as they pass by. You have to rise above the advertising congestion,” said PixelFLEX Director of Marketing David Venus. “Using LED signage gives you the ability to create a much more personalized, interactive and impactful message, and we only see this market continuing to grow.”
“Providing flexible LED solutions is a hallmark of PixelFLEX,” said PixelFLEX Chief Operating Officer Monty Rains. “In this case, we listened to what True Religion was trying to accomplish and developed a customized solution for their digital signage needs. Our flexible design allows the client to increase or decrease size, add mobility and wireless updating to the FLEXDisplays based on changing needs.”
“The PixelFLEX team bent over backwards when it came to the installation of these,” said Hazen. “They put in a really herculean effort to get these done before the holidays. Every store that we went into had an unexpected issue that could have easily been a showstopper that day, and the guys worked around it for us. So the service provided in installing these things with some wacky hours, unique circumstances and a unique set of problems was absolutely amazing.”
For more information on True Religion and their Be So Bold campaign, visit TrueReligion.com.