We can’t help but feel sorry for big-name designers because they are always victim to fast fashion copycats. Lorna Jane is the latest brand to feel the heat, but it has just introduced a new system to stop cheap copies in their tracks. As of today, August 29, the activewear brand will apply property rights to its designs, aiming to protect the 70 to 100 styles it releases per month.
The most amazing thing about Lorna Jane is the garment development process, which creates a piece perfect for the gym junkie who likes to train mean comfortably. But the brand has told Ragtrader that plenty of other brands are releasing popular copycat designs, which use cheap fabrics and poor quality construction.
Founder Lorna Jane Clarkson is completely involved in the design and development stages of the activewear brand’s product, and knows how truly unique her label’s pieces are compared to others in the retail sphere. The problem is, exercise amateurs might not see the difference.
“Our garments feature our trademarked LJ excel fabric and superior construction technology, and when combined with trend-driven designs, truly sets our garments apart from others in the market,” Clarkson told Ragtrader.
Lorna Jane plans to take action against brands that produce and sell replicas of its registered designs. Take this as a warning, fast fashion retailers. If you got away with it before, next time you mightn’t be so lucky.