ACTIVE IN STYLE
Primary research is so vital when internationalising a business. This is to identify the condition of the market that
the business is going into, people that work in the industry and potential con-sumers. Below are statements from
current Lorna Jane UK customers, personal trainers and the owner of Active in style.
PRIMARY RESEARCH
After speaking to the owner of Active in Style, it was made clear that a Lorna Jane store would be really popular
in London. Caroline says that out of the 26 designers she stocks on her website that “Lorna Jane is by far the most
popular. This is partly because of the amount of styles they have available and how quickly they turnover”
Caroline used to work for Lorna Jane in Australia and she reveals about the Australian competitors for the brand.
“The main competitors for Lorna Jane are Running Bare, Lulu lemon, Nike, Adidas, Rocwear and Big W activewear.”