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| 不敵電商衝擊，美高檔牛仔褲品牌申請破產 | Bankruptcy for True Religion as consumers pivot from $300 ripped jeans |
不敵電商衝擊，美高檔牛仔褲品牌申請破產
美國走高價路線的牛仔褲品牌TRUE RELIGION，由於剪裁好還特別提臀，深受好萊塢明星喜愛，不過日前卻申請破產，而這也是美國今年以來第23家申請破產的零售商，首要衝擊就是電子商務的快速崛起。電影《變形金剛2》裡面女主角梅根福克斯，穿著超短牛仔褲火辣指數破表，不過這個牛仔褲品牌TRUE RELIGION卻在日前申請破產，TRUE RELIGION是美國走高價路線的牛仔褲潮牌，logo很特別，是一個抱著一把吉他的大佛，高修飾性剪裁和搶眼花俏，雖然要價不斐，但仍然是不少好萊塢明星的心頭愛。
像是刷破設計的素色牛仔褲又或者是迷彩的俏皮風格，還有藍色喇叭褲，可以看出TRUE RELIGION的多樣性，不過這一件平均價格可是高達新台幣6.7000元，有的甚至還要破萬元。
雖然品質好、設計佳，但面對電子商務快速發展，零售商若沒有跟上也只能被踢出這場戰局，以美國來說不只TRUE RELIGION申請破產，在這之前PAPAYACLOTHING，NASTYGAL、WetSeal還有BCBG等都陸續宣布陣亡。
不過除了線上消費崛起外他們還要面對快時尚的衝擊，H&M和FOREVER21等快時尚不僅選擇多，服裝樣式也相當多變，符合年輕消費者的善變模式，於是零售商人氣大幅減弱，在面對這一場線上和實體通路的戰役中，實體店面恐怕得要跟上潮流調整行銷策略才能重振品牌榮耀。
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Bankruptcy for True Religion as consumers pivot from $300 ripped jeans
True Religion plans to close about 30% of its stores as it works through the bankruptcy process. The company's sales were hit hard by the popularity of yoga pants and leggings, as well as lower-priced jeans from brands such as H&M."Competition has also increased from emerging and established fast fashion and low-priced apparel retailers," reads the True Religion bankruptcy filing.
The focus on fast-fashion capabilities has allowed e-commerce sellers to pivot quickly to take advantage of consumer whims, while mall stores work through inventory.
"Why would you spend $300 on ripped jeans, especially if you can get the same thing for $60?" asks Retail Systems Research managing partner Paula Rosenblum.
True Religion joins Forever 21, American Apparel, Wet Seal and Pacific Sunwear on the list of mall retailers ravaged by a drop in traffic and sales from younger consumers.
Towerbrook Capital acquired True Religion in 2013 for $850M.
Original Article: Seeking Alpha