Lane Bryant Case Study:
Eye-catching Out of Home Amplified by Social Media
How was Lane Bryant able to move the needle on sales and customer acquisition — while leveraging social media and press exposure to create massive earned impressions? By using America’s most public media format: OOH.
Showing the world there's nothing keeping "average" from being sexy.
Today’s average American woman is 5’4” tall and weighs between 140 and 150 lbs. She has a waist size of 34 to 35 inches and wears a dress size between 12 and 14.
Despite this, media and advertising’s aspirational prototype is of gamine female celebrities sporting “perfect” size zero dress collections. Fashion marketing has followed suit with some clothing companies having even refused to produce “larger” sizes and so many others leaning heavily on photo-editing software to alter their already thin models’ figures into sometimes unnatural shapes.
In light of this, Lane Bryant committed its full marketing resources to honoring the image of average-sized women and reminding them that there’s nothing keeping “average” from being sexy.
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Out of Home America Wilkins