Product and company background:

Lorna Jane is an Australian active-wear label, which offers the modern-day woman fashionable and high quality sports wear. Lorna Jane Clarkson who, whilst working in Cairns as a dental therapist, discovered that fashionable exercise clothing available for women was limited. This inspired her to create her first fashionable active-wear collection designed to make women not only look good, but to feel great whilst working out (Lorna Jane 2014).

Operating for over twenty years now, Lorna Jane is a multi-million dollar award-winning active-wear label designed by women for women. With approximately 180 stores world wide, Lorna Jane has successfully captured the Australian active-wear market (with 140 stores throughout all Australian states) but has also expanded globally. Opening its twenty-third shop in 2013 (Walsh 2014) Lorna Jane has a strong retail presence in the United States, predominately California, and also retails in South Africa, Asia, Canada, the United Kingdom, France and the United Arab Emirates.

According to Euromonitor, Lorna Jane holds the ‘third largest sportswear market share in Australia behind Nike and Adidas’ (Peterson 2014), approximately ‘9.4 per cent share of the entire fitness and athletic clothing market in Australia’ (Bailey 2013).

In 2010-11, revenues totalled $77.8 million (Bailey 2013), indicating an ‘annualised growth rate above 40 per cent for the past five years’ (Bailey 2013). Sales in 2012-13 exceeded an estimated $110 million revenue, with reported revenues totalling $138 million, ‘representing a 30 per cent jump from (the) previous year’ (Peterson 2014). Lorna Jane’s “online retail sales direct-to-customer also experienced strong growth, up 75.5 per cent on the previous year to $10.3 million’ (Walsh 2014). Furthermore, Lorna Jane reported a 52 per cent profit growth last year