How Lane Bryant changed the fashion conversation

This event report addresses how Lane Bryant, the fashion retailer specialising in plus-sized apparel, found its purpose and shifted popular perceptions.

How Lane Bryant changed the fashion conversation

Geoffrey PrecourtWarc

Lane Bryant is a retailer that's more than 100 years old, and which boasts a solid cadre of loyal customers who rely on its offerings to give them a certain kind of style no other label can provide.

But that core group wasn't delivering the type of traffic the retailer needed to keep its stores active and profitable. "Our brand was on a slow decline," admitted Brian Beitler, the firm's Executive Vice President and Chief Marketing Officer.

The problem wasn't name recognition: Lane Bryant had 95% aided awareness and 80%...

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