EXECUTIVE SUMMARY
The award winning Australian activewear brand `Lorna Jane’ will be
opening their first ever UK store in June 2016. Lorna Jane clothing is like
no other activewear range currently on the market in the UK. After becoming so popular in the United states, Lorna Jane Clarkson thought this
would be the perfect time to branch out to her UK consumers.
This is an extremely exciting time for the UK’s fitness market. The hopeful outcome from this store will bring current Lorna Jane fans to the store,
as well as new inspiring fitness fanatics searching for their inspiration in
active wear. The first store will open in London but if it becomes as successful as hoped, the brand will branch out to more stores in the city as
well as other cities in the UK. These stores will be proposed within the
next two years from the first store opening.
The store will not only just be a place that women can come and shop for
their active wear. Before the store opens in the morning, there will be yoga
and aerobic classes available twice a month as well as shopping events
in the evenings, with London based inspired itness role models and clean
eating bloggers. These events are to bring women together that are interested In health and fitness, this will show consumers that Lorna Jane is not
just an activewear brand but a destination to be inspired.
Lorna Jane and her husband Bill Clarkson, as well as three members
from Head Office, will fly over to the UK to choose the store location. Lorna
and Bill will then fly back to Brisbane after briefing the three members on
what needs to be achieved to make this store perfect.
A lot of UK fitness brands are based online only, with a few only having
stores. This could be a benefit for Lorna Jane, but could encounter risk
with other stores trying to bounce off of each other with competitive strategies.