Ladies, are you wanting to live a more active lifestyle? Well guess what? Lorna Jane is here to help you do just that, through their “Active Living” smartphone app.
With a whopping market share of 8.1% in the Australian activewear industry, and over 250 stores, it made me curious as to what Lorna Jane is doing in the digital world to consistently remain such a dominant brand.
One of the ways they have achieved this is through taking advantage of mobile marketing.
Upon downloading the free “Active Living” smartphone app, I was required to create a profile with basic details (Name, DOB, Sex) but also specific information such as “Meal type (veg, non veg)”, height, weight and the option to select KM or MI, Cal or KJs, which I found quite interesting. This makes for a more personalised user experience, as it allows Lorna Jane to gain more insight on each user, and tailor the app to them, accordingly.
The app promotes and helps facilitate an active, healthy lifestyle – what Lorna Jane is all about. As you’ll see below, it is a very simple and easy to navigate design, with various features.
The “Move” category focuses on various physical activity – Cardio, strength, stretches etc. paired with demonstration videos for each workout. These videos are a subtle yet effective way to promote Lorna Jane products, as users can see the activewear in action – being worn by the attractive, fit trainers.
The “Nourish” category provides breakfast, lunch, dinner and snack recipes that are not only healthy, but very pretty and “trendy” (Chia pudding, green smoothie, sweet potato fries anyone?). This “trendiness” is consistent with Lorna Jane’s brand image.
Source – Screenshot from the Lorna Jane Active Living App
The “Believe” category immerses the users in a range of blog posts, covering topics from mental wellness to intermittent fasting and international women’s day. Providing users with health related knowledge not only empowers users, but enhances Lorna Jane’s brand image.
Source – Screenshot from the Lorna Jane Active Living App
The app also includes an “Active living program” which provides a weekly schedule/timetable for physical activity, healthy meals, and meditation.
Lastly, the “Shop” category takes users to the online shop, where they can browse products and buy directly from the app.
Source – Screenshot from the Lorna Jane Active Living App
Overall the app is fast, smooth, easy to use and delivers value to users through encompassing all aspects of health. It’s clear that the app is not “in your face” trying to sell you Lorna Jane activewear. It just provides an option to shop their products, that will facilitate the healthy lifestyle the brand is promoting.
One recommendation I would give is including a link for each garment worn by the trainers in the video. This is a subtle way to advertise the products, and an easy way for users to find the product – taking them to the purchase touchpoint instantly.
With the concept of consumer immediacy becoming increasingly important, this may be a good move, especially for the “demanding consumer”.
For the “impatient consumer” this app is also optimal – with its fast app speed and uninterrupted flow, it makes for a smooth customer experience.
Do you know of any brands that seamlessly advertise its products through an app?
References
https://www.lornajane.com.au/?gclid=EAIaIQobChMIlpOcx9rW4QIVgZOPCh1MTwwHEAAYASAAEgJ3V_D_BwE
Dynamic Digital 
Really enjoyed this read! Definitely think its highly beneficial that they have a section where you can purchase their products- I havent seen that in a health app before!
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Great post, really insightful. I haven’t used Lorna Janes app before but I’ve really enjoyed their activewear, I might download it, especially if it’s a fast app it’ll be easy to navigate
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I love your recommendation to link the activewear that the trainers are wearing, that’s a great idea!
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