AMB211 Brand Management

Lorna Jane Brand Audit Tutor: Natalie Whale

Lecturer: Nicolas Pontes

Ashleigh Gomez - N8808962 Racquel Hardie -N9154574 Amber Harvey -N9178121 Jess Newman - N9212949

Akari Yoshida - N9647872

Brand Inventory • Offers lifestyle and exercise clothing through using hi-tech,

performance fabric technology – LJ Excel

• Offers a wide range of accessories to compliment activewear

• Stores in South Africa, USA, Australia

• Stock lists in Europe, Africa, Middle East

• Also available through David Jones concession stores and online

Shirts/Jackets/bras

• Hoodies

• Tanks

• Shirts

• Sports bras

• Tops

Pants/Skirts/Skirts

• Multi Length

Pants

• Skirts

• Skorts

• Tights

Accessories/Food

• Bags

• Books

• Exercise mats

• Gloves

• Hats

• Water Bottles

• Health Food

Brand Inventory Characteristics

• Emphasizes their ‘Move, Nourish, Believe’ mantra

• Has a relatable tag line of ‘Active living’

• Offers ‘Active Living Rooms’ – comprising of ‘move’ studio and the

Nourish Café

• Brand personality through stylish and modern architecture with added

focus on inspirational prints

Brand Inventory

Pricing: Lorna Jane adopts a premium pricing strategy

• Reassures consumers of high quality and tailor-to-fit

guarantee

• Lleading technology and expert craftsmanship

Analysis of Brand Inventory Consumers perceptions

• Positive brand personality tends to grow brand equity

• Leading consumers believe Lorna Jane exudes a strong, sexy and

stylish brand image

Lorna Jane

Authentic

Sexy

Sporty

Strong

Stylish

High Quality

Analysis of Brand Inventory Existing tools to increase brand equity

Intrinsic activities uniquely attributable to Lorna Jane:

• Content diversity: treating each social media channel like a

different person, catering content to suit that particular channel.

• The Lorna Jane Social Hub: customer-centric office to monitor

Lorna Jane’s social media activity in real-time and generate

more interaction between the company and customers

Analytics:

• Radian 6: a tool for crisis management

• Hearis: allows administrative control over all Lorna Jane

Facebook pages.

Analysis of Brand Inventory Existing tools to increase brand equity

• Extrinsic activities uniquely attributable to

Lorna Jane:

Instagram marketing and content:

• #NowMoveIt campaign: 3000 photos

were tagged with the campaign

hashtag

• #LornaJane branded hashtag:

• Move, Nourish, Believe Philosophy

content

• The philosophy is an umbrella of

content and these three categories

cascades below it.

Analysis of Brand Inventory How brand equity may be better managed

• Constantly reinforcing the brand

• Introducing more product-related performance associations

• Constantly revitalizing Lorna Jane and introducing exciting products

and campaigns such as a product expansion to gym equipment.

• Employing a brand migration strategy; showing and reminding

customers that as they grow, the brand grows with them.

Analysis of Brand Inventory Brand consistency

Lorna Jane products hold the same:

• Purpose: to motivate women to lead a active lifestyle

• Prices: premium prices, between $50-$200

• Distribution channels: online, in-store, David Jones Concession

Stands, Active Living Rooms

Common branding methods include:

• Placement of Lorna Jane logo on products

• Placement of Lorna Jane inspirational slogans on products

• Lorna Jane brand attributes such as slogans, logos, colours and

more are similar across all products and form the brand’s

personality

Analysis of Brand Inventory Undesirable redundancy

• Consumer susceptibility to

inspirational quotes and the Move,

Nourish, Believe slogan displayed on

products

• 80% of consumers would favour

Lorna Jane products more without

the displaying of slogans.

Brand Exploratory

1. An abstract positioning:

- Motivational, lifestyle brand

- Alternative to global sportswear brands

2. Understands consumer culture:

- Recognises the body as an object of importance

- Brand mantra ‘Move, Nourish, Believe’ signifies active living is

consistent with female empowerment

Contributors to brand success:

This has helped the Lorna Jane brand become:

The most prominent, motivational active

wear brand in Australia

The brand leverages off of its founder:

Her story as a #girlboss and healthy living advocate

Brand resonance pyramid

- The psychological benefits Lorna Jane strives to deliver are in harmony with

consumer’s imagery of the brand

Why is the brand so salient with consumers?

‘SISTERHOOD’

- This is not as prevalent with their primary competitors

Competitor Analysis

Points-of-parity associations (Core needs of the target market)

1. Functionality

1. Fabric technology innovation

1. On trend colourways and patterns

1. Advertising Strategy

- Digital influencers, that embody Lorna Jane lifestyle are strategically

chosen for digital advertisements and lookbooks

How does this benefit the brand?

- Provides a platform in leveraging the influencers strong, favorable&

unique associations for the brand’s gain

Points-of-difference

Points-of-difference

Lorna Jane understand purchase decision motivators within a specific

market segment:

- Young, image conscious women who are active social media users

- This is why 50% of their marketing activities are spent on digital

strategies

- Has maximized customer relevance and competitive distinctiveness

This strategy differs in the U.S.

Further points-of-difference

2. A consistent key message throughout

branding and advertising 3. Active living rooms

Recommendations Health food extension

• Taking the active living rooms to the next level by introducing

brand extensions

• Can have first mover advantage with no other competitors looking

towards this move as of yet

Selling Lorna Jane branded Health foods in:

GYMS

HEALTHFOOD STORES

Recommendations LJ excel

Recommended that Lorna Jane market their LJ excel material on a

larger scale

• Leveraging off Nike Dri-FIT current associations

• Lorna Jane will benefit from current brand awareness,

meaningfulness and transferability

Nike Lorna Jane

Recommendations Collaborating limited edition ranges

Boosting sales and awareness of Limited edition ranges by Collaborating with health

and fitness celebrity Kayla Itsines

-Co-branding with a big digital influencer with over

5.1 followers

-Kayla Itsines lives the Lora Jane active living lifestyle

-Co-Branding is a way to strengthen both brands

simultaneously

-Kayla will help design new limited edition ranges to be

sold

-Will help re-establish hype and boost sales of ranges

References

• Kapner, S. (2014). Former Lululemon CEO to Run Healthy Foods Startup. Retrieved from: http://www.wsj.com/articles/SB10001424052702304049704579320491782899328

• Lee, K. (2009). Nike Innovation in Athletic Training Apparel – from Cotton to Lycra to Dri-FIT to Nike Pro. Retrieved from: http://speedendurance.com/2009/09/03/nike-innovation-in-athletic-training-apparel-from-cotton-to-lycra-to-dri-fit-to-nike-pro/#

• Uggla, H. (2004). The brand association base: A conceptual model for strategically leveraging partner brand equity. Journal of Brand Management, 12(2), 105-123. Retrieved from http://gateway.library.qut.edu.au/login?url=http://search.proquest.com/docview/232487409?accountid=13380

• Aaker, D. & Biel, A. (1993). Brand equity & advertising. Hillsdale, N.J.: Lawrence Erlbaum Associates.

• All Lorna Jane Stores. Lorna Jane. Retrieved 29 May 2016, from http://www.lornajane.com.au/store-finder/list

• Cameron, N. (2013). Delivering the digital experience at Lorna Jane. Cmo.com.au. Retrieved 29 May 2016, from http://www.cmo.com.au/article/460755/delivering_digital_experience_lorna_jane/

• Meldrum, M. & McDonald, M. (2013). The Complete Marketer: 60 Essential Concepts for Marketing Excellence. Kogan Page.

References • Our Brand. Lorna Jane. Retrieved 29 May 2016, from

http://www.lornajane.com.au/about/brand • Painter, S. (2012). 5 Things that Lorna Jane is doing to rock social media. Salad Social.

Retrieved 30 June 2015, from http://saladsocial.com/1156/5-things-that-lorna-jane-is-doing-to-rock-social-media/

• Horton, K., Ferrero-Regis, T. & Payne, A. (2016). The hard work of leisure: healthy life,

activewear and Lorna Jane. Annals of Leisure Research, 19 (2), 180-193. doi: 10.1080/11745398.2015.1111149