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 per cent while
its online sales have grown 400 per cent.
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 per cent 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.”
This story originally appeared on ragtrader.com.au sister site AdNews.