True Religion is letting savvy shoppers buy its denim and sportswear brand products and view multiple images of each item via an iPhone application.

Users can browse product information and share items with friends via email, Facebook and Twitter. The True Religion Brand Jeans application, which is available for free download in the App Store, is powered by Global Bay.

“The Global Bay strategy was to unlock the True Religion mobile commerce market – purchasing via mobile devices – by pushing out a really compelling app to their loyal customer base while also helping increase sales for the brand,” said Sandeep Bhanote, CEO of Global Bay, New York.

“The True Religion customers will love being able to check out new products on the fly and relevant product content,” he said. “This native, Apple store app versus a browser-based solution allows their customers to have a rich user experience and able to look at products whether disconnected or connected.

“Additionally, we made the decision to push this out on the iPhone market, as it dovetails with the True Religion branding and demographic of being youthful, fresh and innovative.”

True Religion Apparel is a growing, design-based jeans and jean-related sportswear brand. The company designs, manufactures and markets True Religion apparel products, including its premium True Religion brand jeans.

Global Bay Mobile Technologies provides next-generation mobile retail software that enhances retailer-to-consumer interaction.

Let’s shop
Consumers can shop women’s, men’s and kid’s collections.

Customers can browse by new arrivals, featured items, jeans, t-shirts and tanks, jackets, shirts, skirts and shorts and accessories.

“Mobile is a logical extension of True Religion’s phenomenally successful Web presense,” Mr. Bhanote said. “Apple devices continue to proliferate and the demographics are in line.

“The Global Bay solution will also allow for rolling out to other devices as they emerge,” he said. “Because it is a platform approach, the technology will allow True Religion to scale this to other devices very quickly and cost effectively.”

Comprehensive app
The application includes a comprehensive store locator feature that provides a list of the nearest True Religion retail stores and shows their location on Google Maps.

“True Religion will eventually extend to other platforms with this initial Apple deployment at the core of the True Religion mobile commerce program,” Mr. Bhanote said. “Organically through the loyal True Religion customer base, but also through social media and email marketing campaigns.

“The plan for True Religion mobile is to create a robust and value driven program as possible that will include additional strategic marketing via mobile devices to the True Religion customer and expansion across additional platforms.”

Final Take
Rimma Kats is editorial assistant on Mobile Commerce Daily, New York