Whereas many retailers are moving their advertising expenditures away from traditional media channels, Lane Bryant has rededicated its attention to print media, in an attempt to appeal to fashion-conscious working women. That doesn’t mean the retailer is ignoring online channels though. Its new logo and similar advertising images will appear on its website, Facebook page, billboards, and print media.

The $10 million campaign, featured in magazines such as Essence, InStyle, Glamour, and Marie Claire, aims to be both aspirational and realistic for its target market, namely, women between 30 and 45 years of age who wear sizes 18–28. Therefore, whereas its previous campaigns have featured models in generic studio shots, the new advertisements feature women in real-life situations: on their way to work or heading to a nice dinner. The realistic advertising scenarios signal to Lane Bryant’s customers that the retailer recognizes what their lives are really like and hopes to support them in all facets of their daily lives.

Its in-store promotions similarly follow this theme. The retailer’s shopping bags and clothing tags feature its revised logo. In addition, its Cacique lingerie line promises well-fitting undergarments in a range of sizes that meet the needs of plus-size women.

In the plus-size women’s clothing market, Lane Bryant stands nearly alone. In a sense, it is “competing against itself.” No other major, national retailer focuses on this target market, despite its continued growth. With these advertisements, Lane Bryant is pursuing a largely untapped market.

Discussion Questions

1. What kind of store is Lane Bryant?
2. How did Lane Bryant choose the channels for its current advertising campaign?

Source: Jane L. Levere, “A Print Focus Returns to Lane Bryant Campaign,” The New York Times, August 8, 2012