Australian fashion retailer Lorna Jane has said it wants the online shopping arm of its operations to be a $50 million business within five years.
In the last 18 months, Lorna Jane's web traffic has increased 300% while its online sales have grown 400%.The Queensland-based active wear brand rolled out a new website last
week in partnership with Salmat Digital to cope with increasing demand
on its online channels.
Lorna Jane chief operating officer Anna Cristaldi said revenue from its online store is currently the equivalent of the revenue from 20 of its stores. The company has 130 stores internationally.
The retailer's digital strategist, Sam Zivot, revealed at least 10% of Lorna Jane's online sales are driven through Facebook. He stressed Facebook has been a great engagement tool for the brand but the key to the social network is to keep it simple.
Cristaldi adds: “The lesson we take is to always over-invest when it comes to online. Invest in what you'll need five years from now.
Zivot said in a statement: “Online is the present and the future of Lorna Jane. It is a key channel that offers growth potential and distribution far greater than bricks and mortar.”
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