I like to consider myself a smart consumer. Aware of the details of the companies I support, I buy local when I think it matters most, and I’m conscious of the marketing and branding that attracts me to a product or organization. When I’m not doing those things, I work on being modest.
But I’m sure I’m not the only one who falls into this group. Social media, especially Instagram, is often at the root of this connection. It’s a way for a consumer to get a feel for something greater than products, you get an idea of what it would be like to work there and in the best cases, you feel like you’re a part of that family. Due to the pace of social media, consumers can get updates and information without waiting for the next production of a major commercial.
Active wear outfitters, Lorna Jane captures this power perfectly.
As lululemon, Under Armour, Athleta, and many more brands gain traction and headlines, there needs to be a way to stand out. This means standing out on social media too.
On Instagram, brands are able to learn more about the followers as well. Lorna Jane has chosen to focus on broadening the demographic of who could see themselves in their clothes. This becomes even more strategic and meaningful when you think of their competitor lululemon’s controversies with body shaming. it may just be a photo, posted on one day, but when the message resonates, it’s worth one thousand words.
Lorna Jane came on my radar when the Minneapolis-based studio Alchemy started carrying it. Seeing as I don’t own any LJ clothing (yet) I had no reason to build a personal relationship with their brand.
However, they have made an active lifestyle accessible and welcoming to all, which is a personal goal of mine as well. They have said yes, we are a lifestyle brand, but we’re also human.
By often featuring quotes, photos, and signatures of the founder, it creates a motivating connection you would normally expect from the best friend you call after the best and worst days.
B2C Brands don’t always have a choice anymore; social media is more of a given than a strategic idea. But how it’s approached is where the strategy comes in, and the difference is made. It’s the why and how that fascinates me, and makes me applaud brands like Lorna Jane. Furthermore, it makes me tag other followers that I know will appreciate the grams; or (as seen above)screenshot their Instagrams and send them to my friends.
They know we are paying attention, so they are doing the same.