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The current recession “has hit the women’s market harder than earlier recessions,” stated Marshal Cohen, chief retail analyst for the NPD Group. “The road to recovery is but to occur for the women’s market in complete. “Traditionally, when the economy goes dangerous, plus-measurement consumers are the primary ones to indicate a lack of progress and are the final to get well, which is another purpose retailers are hesitant to grow plus sizes,” Mr. Cohen said.
The print ads function common plus-size fashions like Candice Huffine, Robyn Lawley and Marquita Pring, every proven in an actual-life setting, like an city exterior or home interior. All advertisements include the new Lane Bryant brand and the campaign’s tagline, “Fashion for every day, fashion just for you.” An ad for a Cacique bra, worn by Ms. Pring, additionally contains the brand new Cacique emblem. The adverts will run in the September and October problems with magazines like Essence, Glamour, InStyle, Latina and Marie Claire.
The corporate additionally plans to run billboard advertising in Occasions Square in November. “We are much more women-focused and are attempting to create a persona for the model, to have fun the shopper. Lane Bryant has updated its Internet site and Facebook pages, including the brand new emblem and images like those in its new print promoting.
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Beginning this month, the retailer is also rolling out new direct-mail efforts and in-store collateral, like shopping baggage, gift cards and clothes tags. 10 million, including promoting, collateral and market analysis expenditures. Mr. Cohen praised the new campaign over all. “Lane Bryant is telling consumers, we've got heard you — we’re going to offer you a new expertise, with a extra rounded product in tune with what you want,” he mentioned.
“Any communication you have got with an audience you’ve ignored for a period of time may take some time to resonate,” he added. “The excellent news is this group will unfold the phrase. “Lane Bryant is competing towards itself,” he mentioned. “Plus-measurement girls are the fastest growing fashion category, and Lane Bryant has had no actual advertising and marketing news previously decade.
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