Business Strategy in Lorna Jane, a Leading Retailer of Stylish Women's Sportswear
Lorna Jane is a leading retailer of stylish women’s sportswear. The company has a simple goal of making women look and feel great. It aims to inspire women to live their best life through active living (Lorna Jane, 2013). In just over two decades the company has become a multi-million dollar business, created by entrepreneur Lorna Jane Clarkson. The first store opened in Brisbane’s CBD in 1993, demand grew rapidly which led to now, turning over more than $100 million a year (Passmore, 2012). There are more than 140 retail stores across Australia and America (Lorna Jane, 2013).
CURRENT BUSINESS STRATEGIES
TARGET MARKET
Lorna Jane is an active wear label for women, designed by women. Lorna Jane is not only a fashion label but a female-empowering lifestyle product with the philosophy “Move, Nourish Believe” motivating women globally to be the best they can be. This philosophy is a key element in Lorna Jane’s target market. As shown in appendix 1 the motto is displayed in stores and also has its own website with fitness tips, recipes and motivational stories.
Lorna Jane’s customers are attracted to the prospect of leading a healthier and more active lifestyle (Lorna Jane, 2013). Lorna Janes retail assistant Bec Wood stated that these customers can range anywhere from primary school student to pensioners (Appendix 2).
DESIGN AND MANUFACTURING PROCESS
The design and marketing work of Lorna Jane are all completed locally within Brisbane, with more than 1000 employees (Brisbane business news, 2012). Technology is also a part of the design process. The garments all have different purposes, once these are found the yarns and treatments are then sourced to make sure each style should perform as it should (Istylefashion, 2010). Each garment is also road-tested by a dedicated team. Lorna Jane designs, manufacturers and retails its own product. The manufacturing work was completed in Fortitude Valley, Brisbane but as the company has grown these products are all
CURRENT BUSINESS STRATEGIES
TARGET MARKET
Lorna Jane is an active wear label for women, designed by women. Lorna Jane is not only a fashion label but a female-empowering lifestyle product with the philosophy “Move, Nourish Believe” motivating women globally to be the best they can be. This philosophy is a key element in Lorna Jane’s target market. As shown in appendix 1 the motto is displayed in stores and also has its own website with fitness tips, recipes and motivational stories.
Lorna Jane’s customers are attracted to the prospect of leading a healthier and more active lifestyle (Lorna Jane, 2013). Lorna Janes retail assistant Bec Wood stated that these customers can range anywhere from primary school student to pensioners (Appendix 2).
DESIGN AND MANUFACTURING PROCESS
The design and marketing work of Lorna Jane are all completed locally within Brisbane, with more than 1000 employees (Brisbane business news, 2012). Technology is also a part of the design process. The garments all have different purposes, once these are found the yarns and treatments are then sourced to make sure each style should perform as it should (Istylefashion, 2010). Each garment is also road-tested by a dedicated team. Lorna Jane designs, manufacturers and retails its own product. The manufacturing work was completed in Fortitude Valley, Brisbane but as the company has grown these products are all