Clearly, their target demographic is women and so the brand capitalised on the recent energy around the March4justice, and got active through Instagram stories, encouraging women to attend.
This push towards social engagement that remains aesthetically in-line with the brand’s feed as a whole is an extremely clever marketing strategy. The 1 million followers on Instagram are, for the most part, engaging with the brand because it’s sharing interesting, useful and pertinent content for their daily lives. The occasional sales pitch as new products are released is not viewed as overtly aggressive, then, and is instead more like a friend telling you about some cool new exercise tights she’s just found out about.
For more about why content marketing is so important and can be so great when done well, we’ve done a blog post on that before.
Selling a lifestyle and a philosophy rather than a product is not easy, clearly, but it’s a great ambition to have as your business seeks to capitalise on the ecommerce boom.
The other aspect of this philosophy that the brand really pushes on its socials is the sustainable aspect of the materials the clothing is made with. They also have an initiative that encourages customers to donate their old, unwanted exercise gear and receive Lorna Jane store credit in return.
One clear trend from 2020 was that consumers do not want companies to ignore sustainability, and Lorna Jane seems to be ahead of the trend on this one.
As well as Instagram, they run a relatively popular Facebook page with over a million likes, which drives a lot of engagement in the form of tags when they share memes.