• Lorna Jane: Giving customers a good cause to shop.
    Lorna Jane: Giving customers a good cause to shop.

Women's activewear label Lorna Jane has launched a nationwide promotional campaign to raise awareness of the brand's charity program and encourage customers to shop in-store.

The “Swap Shop Week” campaign, which runs until July 12, centres around the Lorna Jane “Swap Shop” initiative, which launched during Queensland’s devastating floods to raise funds for affected locals.

Throughout this week, customers will be encouraged to donate pre-loved items to charity and will receive $5 store credit in return per item, which can be cashed at all Lorna Jane full-priced locations. Washed work-out wear of any brand can be handed in at any Lorna Jane store in Australia and all donated items will be sent to the Salvation Army.

Founder and head designer Lorna Jane Clarkson said she decided to boost awareness of the charity in light of the series of unfortunate events that have affected Australia since the beginning of the year.

“This year unfortunately began with a number of difficult challenges to affect our nation, although it is in times of trouble we experience the true power of community,” she said.

“We’ve dedicated a week in stores to the 'Swap Shop' campaign to promote the act of giving back. Our customers are able to exchange their pre-loved garments, and not only be rewarded with a sense of personal satisfaction but also Lorna Jane store credit. We’re proud of the women who chose to shop with us, and we believe they should be thanked for their support in changing the lives of others.”

Clarkson also said it is likely that the Swap Shop initiative will also become a permanent offer in-store.

“We believe this initiative will provide Lorna Jane with a point of difference to other retailers. Our label is already positioned as the first in fitness and fashion, and now we are giving women another valuable reason to walk through our doors. This time, we’re not only activating the lives of our customers but those less fortunate nationwide.”

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