True Religion's Blasphemous Act

| About: True Religion (TRLG)
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You know, there are many ways of delivering the pickup lines. Here are some:

Deliver a pick up line verbally: The most common way is to verbally deliver a nice, cute or a cheesy pickup line. Here are some pickup lines I got from the web. Have fun.

  1. Hey baby. Are you drunk enough to go home with a creepy unemployed guy? Or should I wait in that dark corner until somebody else buys you a few more drinks?
  2. I'd buy you a drink, but the bartender said he doesn't take food stamps.
  3. Hi, I'm Andrew. I thought we should at least have a conversation before we get married.
  4. I was so enchanted by your beauty that I ran into that wall over there. So I am going to need your name and number for insurance purposes.
  5. Hello are you married? [Yes] Well I didn't hear you say "happily".
  6. You know, you might be asked to leave soon. You're making the other women look really bad.
  7. Excuse me, I'd like to have kids someday, and I wanted to know how your parents created such a beautiful creature.
  8. If I had to choose between one night with you or winning the lottery...I would chose winning the lottery...but it would be close...real close...

A little problem with this method is that you have to walk close to your potential mate, find a place to stand, sit or squeeze yourself in and then deliver your line.

Show off the latest gadgets: You can show off a gadget such as the latest iPhone, iPad or iPad Mini, Galaxy 3 or any other hot gadget. Again this method works if the person you're interested in, is close enough to notice and possibly has been hibernating for the last 4-5 years. LOL.

Wear your heart on your sleeve: Obviously you can't do that literally; the best you can do is wearing or carrying some expensive accessories. Examples include the Rolex watches, expensive Jewels or a Coach (COH) purse etc. These things are also not noticeable from a distance due to their sizes so there goes your chance of using them as the pickup line.

Do nothing: In this method, your face says it all. This method works if you belong to the rare category of a celebrity, rich or a famous person or look like a movie star. Well, what about the common person? What does he/she do?

That brings us to the theme of this article. How about True Religion Branded Jeans (NASDAQ:TRLG) as a pickup line? Sure. Bring it on, baby. True Religion Branded Jeans (TRBJ in short) belong to the aspirational brand category. True Religion Jeans have been regularly worn by many celebrities worldwide including Madonna, Gwyneth Paltrow, Bruce Willis, Britney Spears, Megan Fox, Beyonce Knowles, Jessica Alba and many more. So obviously if it were not their premium prices, who among us wouldn't want to wear a pair of TRBJ?

Most importantly, with their distinctly identified thick stitching pattern, large deep back pockets and the large-visible-from-a-distance horse shoe logo, TRBJ may be the perfect pickup line. Think about it for a moment. In a dimly lit, crowded, smoky, macho type place where you would typically need a pickup line, each one of these qualities of TRBJ is an absolute must-have. You don't need to be too close to a person, to be noticed. To the 'knowledgeable' people in the room, you immediately come across as a upwardly fashionable person with a premium taste. This enhances your chances greatly.

The key to remember is that the three qualities of TRBJ which result in the instant respect for you are:

  1. Distinctly identified stitching pattern,
  2. The large and deep back pockets (sometimes with a flap) and
  3. The large-visible-from-a-distance horseshoe logo

I can understand that True Religion could not have their famous stitching pattern in every piece of the clothing they produced so eventually they had to diversify the stitching patterns however in its quest to grow; True Religion also came up with many new logo designs of various shapes and sizes. That was uncalled for. The consumers lost one of the biggest reasons to buy a pair of True Religion products since many of its products, in the absence of the large-visible-from-a-distance horse shoe logo, could easily be confused with the products from its competitors or could be thought of as counterfeit.

Don't get me wrong. True Religion has done the right thing over the years, by patenting many of its innovations including the one for the stitching pattern. True Religion should also be applauded for aggressively defending its turf, when it encountered the instances of the trademark or copyright infringement or the dilution of its brand. Things like these create a moat around True Religion products which is not easy for a competitor to cross over, however it's not impossible. The competitors could still come up with somewhat similar designs with minor tweaks (which are not easy for a normal consumer to notice) and thus eat some of True Religion's lunch. Coming up with the similar looking stitching patterns and the pockets is precisely what True Religion's competitors have done. Take a look at various Jeans makers and show me one who has not come up with the thick white stitching pattern and the large deep back pockets in its Jeans and I will show you the exact date when the fiscal cliff issue will be resolved.

Unfortunately one thing which could definitely be defended from the competitors is True Religion's large-visible-from-a-distance horse shoe logo. And True Religion is itself to blame for losing sight of one of its inherent competitive advantage.

As a result, you, the follower of the True Religion, after checking out the logo on the clothing of a potential mate in a bar or a restaurant, could not walk up to him/her and say "Yup. That's what I thought…Made in heaven". You were deprived of that pickup line. And that, my friend, is where True Religion committed its blasphemous act.

I hope that True Religion does not mess up with its logo anymore. It's an underappreciated cash cow, in my humble opinion.

Disclosure: I am long TRLG. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

Additional disclosure: As a matter of fact, TRLG is a substantial holding for us. The whole thing about the pickup lines is for the purpose of highlighting the main point of the article. I have not witnessed the effect of any of the pickup lines mentioned in the article. As with pickup lines, you're advised to do your own research about the investment ideas in the article.