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Brand Orientation And Market Orientation

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Discuss about the Brand Orientation and Market Orientation.



Lorna Jane is a brand that has been established in the year 1990 and this is the clothing retailer and manufacturer of active wears that are innovative in nature in order to meet the rising demands of the customers in the competitive market. The respective brand is particularly for the sports minded active as well as health conscious women. The current strategic market of Lorna Jane is that in the recent years it has reported sales as well as revenues of more than $195,360,000 in all over Australia (Lorna Jane, 2015). The particular brand is trying to expand recently to other countries as well. In order to contribute to the success of Lorna Jane, the company is commencing program of expansion internationally and they are now operating in more than 200 countries along with retail stores in US, Singapore and other stores as well.

Lorna Jane has competition in the market as there are other new companies that are trying to attract strong customer base but it is not possible as Lorna Jane is providing the best kind of services to their target customers. Proper SWOT analysis will be conducted in order to analyze the external and internal threats and strengths of the company.

Lorna Jane is a brand wherein the main priority of the brand is providing the customers a proper satisfaction by providing quality products to them. The main value of the respective brand Lorna Jane is to manufacture, design as well as sell the brands that are quality active wear and the brand endorsements are done by the celebrities. The main aim and concept of Lorna Jane brand is women empowerment and through this concept they want to expand their brand in other countries in the future as well. The particular brand mainly deals with sporty clothes that will be comfortable for the health conscious as well as fit women who are stylish in their approach as well (Yan Xin et al., 2014).

Core values of brand Lorna Jane

The core values of the brand Lorna Jane is to properly manufacture design as well as sell active wears those are of high quality and their main aim is to understand that there is no such impact on the environment of the products that are manufactured by them (Keller, 2016). The main aim of Lorna Jane brand is to sell products that are sustainable for the entire environment. The companies follow sustainable as well as ethical practices throughout the supply chain of the entire business. The other core values of Lorna Jane are to create a positive relationship with the employees as well as suppliers in the workplace and this helps the company in providing value to the customers.

There are different elements of brand Lorna Jane wherein the mantra of the particular brand has to be identified along with image of the brand as this will help in understanding the brand identity concept as well. The elements of the brand have to be meaningful in nature as it should enable the customers to understand the meaning of the character of the brand that the company wants to portray (Rubio, Oubina & Villasenor, 2014).


Mantra of the brand Lorna Jane is – Move, Nourish Believe

There are three different sectors of the brand Loran Jane that are as follows:

  • Emotional- wherein it focuses on the empowerment of women
  • Descriptive- wherein it describes and focuses on athletic women
  • Function- wherein it focuses on the active lifestyle of women (Seri?, Gil-Saura & Ruiz-Molina, 2014)

The focus that has been given on the empowerment is this will help in motivating the women customers in order to make them lead a lifestyle that is active in nature. Similarly, the athletic focuses on the customers who are strong, successful, disciplined as well as resilient. Lastly, active lifestyle focuses on the products of Lorna Jane as this will focus on stylish as well as active sportswear clothes (Huang & Sarigollu, 2014).

The logo of the brand Lorna Jane that indicates the following meaning:

  • Move bodies every day
  • Nourish from inside and out
  • Believing in themselves

Personality of brand

The personality of the brand Lorna Jane helps in understanding that this brand focuses on providing strength to the women as this encourages empowerment of women, disciplined, resilient and successful individuals (Rossolatos, 2014).

The particular brand Lorna Jane introduces trendy, stylish, athletic, and fashionable as well as empowerment of women in the society. The main mission of the brand is to empower each and every woman to lead her best life through wearing active sportswear and with the help of daily practice of MOVE, NOURISH AND BELIEVE (Buil, Chernatony & Martínez, 2013).

The brand communication helps in analyzing the combination of different activities that will help in influencing the behavior of the customers in the competitive market according to the different opinions of the company and the different products that are sold by them as well (Severi & Ling, 2013). Lorna Jane is the brand that helps in promoting brand communication by informing the customers about the different innovations and the features of their products that are sold in the market (Su & Tong, 2015). The communication of brand is essential for the internal customers as well as this will help in focusing on the communication of different information related to sales and revenues of the respective company (Sasmita & Mohd Suki, 2015).

A strong brand name is essential to be provided by the companies as this helps in attracting customers in the competitive market and helps in making the customers aware about the brand as well (Hutter et al., 2013). The brand name that is used by Lorna Jane is unique from other competitors in the market and the three dots that indicates move, nourish and believe helps in understanding that this logo with help in attracting large group of customers in the target market and this logo will help the customers in remembering about the company as well as the brand (Jillapalli & Jillapalli, 2014). The main aim of the brand Lorna Jane is the empowerment of women in the society and this will help in marketing their active sportswear in the market as well (Mizik, 2014).

The brand communication for the focal brand Lorna Jane is of good standard as the particular brand has segmented their market according to the geographic location and along with the behavior of customers (Kapferer, 2017). The main target market of Lorna Jane is the customers who are of age group of 25-45 years of age and the main communication method of the particular brand is empowerment of women and to help them lead an active life as well (Urde, Baumgarth & Merrilees, 2013).


Secondary brand associations

The secondary brand association is leveraged by the different companies in order to build proper brand equity in the market (Choi, 2014). There are different sources of secondary brand association that includes place, people, things as well as other brands who are the competitors of the respective brand. The people of the respective brand are the employees as well as the endorsers. The secondary brand associations include the extension of the brand as well in different parts of the world along with understanding the ambassador of the brand (Ho et al., 2015).

From the above diagram, it can be analyzed that the secondary brand association of Lorna Jane is that the particular brand is expanding their business in different countries and this helps in analyzing the countries wherein they want to expand their business and this will help the company in deciding on the endorsers as well. The employees and the endorsers have to be properly classified by the business owners as well as other marketing department employees in order to understand their nature of competitors (Wong & Wickham, 2015).

Ambassador of Lorna Jane Brand

Kayla Itsines is the brand ambassador of the brand Lorna Jane and she is an Australian author, trainer as well as entrepreneur. She has got the idea of starting the business of active sportswear as she felt that the empowerment of women is a different idea and this can help them in increasing the business in different parts of the world as well. The main motive of the brand Lorna Jane was to help the women who are health conscious in nature as well as those who are fitness freaks as well.

The brand Lorna Jane is expanding their market in different parts of the world as well as there is now extending the brand in their other products related to health care as well as other products in different gyms as well as stores of health food chains. The brand Lorna Jane is expanding their business in preparation of active living rooms as well. Lorna Jane is performing extremely well in the department of apparels for the empowerment of women as well as for the woman customers who are in demand for active living as well in different parts of the world.

The brand Lorna Jane is positioned with proper philosophy of active living that is supported by the daily practice of Move, Nourish and Believe. The ethos of the brand Lorna Jane helps in encouraging the sense of empowerment along with strong bond with the customers emotionally.

The brand ambassador of the brand Lorna Jane was herself an author and trainer and she started this particular brand for empowerment of women in the entire world. The target customers of the particular brand are the female who are fashion minded and who are active consumers as well. The Lorna Jane positions itself in such a way that it has attracted to large customers as well and this will help in being a competition to other brands such as Nike, Adidas as well.

The brand Lorna Jane manufactures, designs as well as sells retail active wear products that includes sports bras, Tops, Tanks, Pants, Accessories, Shorts, Jackets, Hoddies, Grift cards and shoes.


Analysis of competitors of Lorna Jane

The brand Lorna Jane is positioned in the mainstream market in the upper section. The competition is being derived from brands of sportswear both globally as well as other national brands that are smaller in nature. The perceptual map analysis of the market of Lorna Jane is positioned along with the other key competitors that are measured by quality of brand as well as point of price as well.

Segmentation of customers


This helps in understanding where the customers are located of Lorna Jane. The geographic location of Lorna Jane helps in analyzing the different other companies that are based on ecommerce and this will help them in understanding the competition in the business


The demographics of the brand Lorna Jane is categorized as follows:

     Female customers- 25-45 years of age

     The target customers are both high and middle class income group individuals

     The particular brand offers products that are physically active e and the range starts from XXS to XL


The pyschographic of the brand Lorna Jane is categorized as follows:

     For the customers who are health and brand conscious

     For the customers who seeks proper and good quality of clothes

     For empowering the women customers and making them confident in their approaches as well

SWOT analysis of Lorna Jane

There are many strengths of the brand Lorna Jane wherein there are little strength that is as follows:

  • The respective organization has managed in order to establish a strong brand for their company
  • The management of the company has developed a proper inspiring brand image in the entire competitive market
  • The respective organization managed to convince different women for their different products as this helped them in empowerment of the women
  • Proper introduction of the sales has helped in increasing the sales and revenues of the product of the company
  • The respective brand and the company has strong supply chain that helps the company in faster delivery of the goods and services in the market
  • The other major strength of the company is that it sells products of the sportswear categories that are major choice of the customers in the competitive market
  • The company must properly communicate the information of the product to the customers who are potential in nature (Brexendorf, Bayus & Keller, 2015)


  • The company has a low awareness about the brand against the entire world
  • Another main weakness of the company is that it offers the clothing mainly for the women
  • The company is not able to enjoy the sales of the sportswear clothes for men
  • The organization uses low budget with regard to advertisements that are shown in TV
  • The other weakness for low desire of the product from different target customers


  • There are different markets in Australia that sells sportswear for men in the market
  • This is a perfect opportunity for Lorna Jane in order to develop products in the untapped potential of the competitive market
  • The opportunities has to be properly utilized by the company in order to gain huge customer base


  • The major threat from the different firms that are new in the market wherein most of them uses technology that are modern in nature
  • The other major threat that is faced by the company is that there are different men who are associated with the owner of the business and this implies that the company cannot excel in the production and manufacture of the clothes in the competitive market
  • The other threat that is faced by the Lorna Brand that it is a premium brand and the customers in the market can migrate to the other brands that are lower in cost and they are cost effective as well
  • The cost of manufacturing as well as quality of product may degrade in comparison to other competitors in the market

The brand equity is defined as the commercial value that helps in deriving from the perception of the customers of the brand name of a particular service or product rather than the service or product itself. Lorna Jane can expand the business with the help of ecommerce and this will help them in gaining proper brand equity and competitive advantage as well. Proper active as well as healthy will be trendy always and this will help them in targeting communication campaigns as this will help in developing brand ideologies and improve the corporate social responsibility as well. 


Therefore, it can be inferred that Lorna Jane must try to expand the business in different sectors of the world as this will help them in gaining proper competitive advantage in the competitive market. The main motto of Lorna Jane is to stay healthy and active and this is enhanced by them by developing different ideologies that helps in enhancing the awareness of the campaigns and engage in the improvement of the CSR.



Brexendorf, T. O., Bayus, B., & Keller, K. L. (2015). Understanding the interplay between brand and innovation management: findings and future research directions. Journal of the Academy of Marketing Science, 43(5), 548-557.

Buil, I., De Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.

Choi, T. M. (2014). Fashion Branding and Consumer Behaviors. Springer New York.

Ho, C. H., Chiu, K. H., Chen, H., & Papazafeiropoulou, A. (2015). Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness. Journal of Enterprise Information Management, 28(3), 346-362.

Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer New York.

Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.

Jillapalli, R. K., & Jillapalli, R. (2014). Do professors have customer-based brand equity?. Journal of Marketing for Higher Education, 24(1), 22-40.

Kapferer, J. N. (2017). Managing luxury brands. In Advances in Luxury Brand Management (pp. 235-249). Palgrave Macmillan, Cham.

Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS review, 6(1-2), 1-16.

Lorna Jane. 2015. “Lorna Jane Active Facebook.”

Mizik, N. (2014, December). Assessing the total financial performance impact of brand equity with limited time-series data. American Marketing Association.

Rossolatos, G. (2014). Brand equity planning with structuralist rhetorical semiotics. kassel university press GmbH.

Rubio, N., Oubiña, J., & Villaseñor, N. (2014). Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products. Food quality and preference, 32, 289-298.

Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292.

Šeri?, M., Gil-Saura, I., & Ruiz-Molina, M. E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156.

Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125.

Su, J., & Tong, X. (2015). Brand personality and brand equity: evidence from the sportswear industry. Journal of Product & Brand Management, 24(2), 124-133.

Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation—From alternatives to synergy. Journal of Business Research, 66(1), 13-20.

Wong, T., & Wickham, M. (2015). An examination of Marriott's entry into the Chinese hospitality industry: A Brand Equity perspective. Tourism Management, 48, 439-454.

Yan Xin, J., Ramayah, T., Soto-Acosta, P., Popa, S., & Ai Ping, T. (2014). Analyzing the use of Web 2.0 for brand awareness and competitive advantage: An empirical study in the Malaysian hospitability industry. Information Systems Management, 31(2), 96-103.


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