; Nobody Fits You Like Lane Bryant
Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

Nobody Fits You Like Lane Bryant

VIEWS: 3 PAGES: 4

  • pg 1
									                                               2011 Silver Effie Winner

                            “Nobody Fits You Like Lane Bryant”
                               Category: Fashion/Style
                              Brand/Client: Lane Bryant
                      Primary Agency: Zimmerman Advertising
           Contributing Agencies: Michael Bernard, Covey Entertainment,
                                      Moondog


    Strategic Challenge

    Lane Bryant is the apparel store for plus-size women. It was one of the first specialty stores that
    was defined by the way things fit a „hard to fit‟ target. Over the decades, society changed more
    than the Lane Bryant brand did. What was once a minority became the majority. That is, close to
    70 percent of all women wear plus-sized clothing now. What should have been a catalyst for
    meteoric growth became a great liability as there are more plus-size clothes available at
    department stores now – all offering more fashionable names and styles without the brand stigma
    of being exclusively for “special” sizes outside the norm.

    Who is the target?
      - Women 25-54 years old
      - Size 14 and over
      - $45k+ HHI

    Our objective was to open the door of consideration to a new generation for Lane Bryant, a
    specialty store that was no longer special. Our mission was to make it special again.




                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

  2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
    Objectives

    Lane Bryant experienced nearly 5 consecutive years of sales and traffic decline. Our assignment
    was three-fold:

    Business
    Stabilize sales trajectory

    Revitalize store traffic counts

    Perceptual/Attitudinal
    Increase Lane Bryant desire/consideration

    The Big Idea

    We had the opportunity to show a new Lane Bryant – one of much different style and tone – than
    you may have heard about.

    Our Research
    We embarked on a robust research plan, utilizing proprietary qualitative and quantitative
    methodologies to first understand the current perception of Lane Bryant and its brand equity
    among its competitive set. We poured through the brand‟s historical research and current
    consumer segments to understand how they differ from consumers who patronize competitors and
    identified those with the highest propensity to convert to customers. We then validated our
    hypotheses through a rigorous quantitative conjoint study.

    We learned that there are two different psychographic needstates of the plus size consumer:
       1. Women in the “bridge sizes” of 14-16, who are in some denial, believe their size is
          temporary and in a state of flux.
       2. Women sized 18+ who are more likely to embrace their shape and want to be sexy no
          matter what they weigh.

    This key insight led us to launching Cacique, Lane Bryant‟s intimate apparel collection, as a way to
    position Lane Bryant‟s expertise in dressing a woman from the inside out in order for her to be
    sexy at any size.

    Our Brand Opportunity
    Recognizing that there was a brand stigma in which fit was more important than style, our initial
    brand catalyst was the introduction of Cacique, Lane Bryant‟s sexy intimate line. Our intention was
    to convey that sexy is not a size and beauty comes in small, medium and large. Unfortunately, as
    we sent the TV spots to the networks to air, they were declined multiple times for being...SEXY!
    The worse part was that those same networks actually aired Victoria‟s Secret ads and often flaunt
    breasts and bikinis on their shows. We were outraged and our job was to make sure the public was
    outraged as well. This was one of those times that marketing success was as much about instinct
    as it was insight. While Macy‟s, Nordstrom, Ann Taylor and most every other store spoke to the
    new larger American woman, only Lane Bryant had the heritage, expertise and understanding to
    speak for them.




                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

  2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
    Bringing the Idea to Life

    Creative Strategy
    The Lane Bryant woman wants fashion that fits. She wants to feel powerful, warm and sexy. She
    wants to be looked at. She wants to reveal, not just conceal. She wants the attention she has long
    allowed society to convince her she did not deserve. She wants to throw the world a curve – and
    expects the same of her store. So our creative strategy was showing this Lane Bryant woman
    proud and beautiful in order to drive consideration to the store.

    Media Strategy
    With limited budget and a national footprint Lane Bryant needed a rifle shot. The campaign
    launched on American Idol, the No. 1 rated program against the target audience during the last
    four finale weeks. This single program provided a dedicated audience on the most massive stage
    to detonate the powder keg that is Cacique. Our strategy was to spotlight the line of intimates as a
    powerful and differentiating offering for plus-size women. We used the rejection of the ad
    campaign as a lightning rod to own the conversation about size and beauty and leveraged social
    media channels to drive traffic and strengthen consumer engagement. We mobilized the media by
    targeting highly influential and credible entertainment and news media to break the story. And we
    created compelling value propositions with giveaways and deep discounts to create urgency and
    drive next day sales.


    Communications Touch Points
         TV                                           Packaging                                    Retail Experience
              Spots                                   Product Design                                   POP
              Branded Content                         Cinema                                           Video
              Sponsorship                             Interactive                                      In-Store Merchandizing
              Product placement                           Online Ads                                   Sales Promotion
         Radio                                            Web site                                     Retailtainment
              Spots                                       Viral video                              Guerrilla
              Merchandising                               Video skins/bugs                             Street Teams
              Program/content                             Social Networking Sites                      Tagging
         Print                                            Podcasts                                     Wraps
              Trade/Professional                          Gaming                                       Buzz Marketing
              Newspaper - print                           Mobile Phone                                 Ambient Media
              Newspaper - digital                         Other                                        Sampling/Trial
              Magazine - print                        OOH                                          Consumer Involvement
              Magazine – digital                          Airport                                      WOM
              Print partnership                           Transit                                      Consumer Generated
         Direct                                           Billboard                                    Viral
              Mail                                        Place Based                              Other
              Email                                       Other
        PR                                            Trade Shows
         Events                                       Sponsorship



    Additional Marketing Components:
    Couponing; Our television ad featured a call to action that drove consumers to our website to
    download coupons for a free item at the store. The offers were changed out each week to heighten
    the urgency and increase engagement and drive up response.


                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

  2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
    Reach:
    National.

    Total Media Expenditure:
    $2-5 Million

    Results

    The campaign launched and the world reacted. And with it, a new Lane Bryant was born. In just
    under six days, we were on thousands of blogs and websites, averaged one Tweet every 30
    seconds, and found our brand and cause on hundreds of programs including The Today Show,
    CNN, CBS News, HLN and ET. We even made it twice on Leno and the news segment of SNL. Lane
    Bryant, a brand that had not spoken to consumers in years, became the most viewed YouTube
    video in the country two weeks running. In all, there was over $43 million in earned media and,
    because of the social upheaval, Fox ended up not only running our spots but also running extras at
    no charge. More important than any buzz, Lane Bryant has seen the success start to translate from
    the „Facebook‟ to the accounting books. They are enjoying comp sales and consideration lifts that
    would have normally taken decades and hundreds of millions of dollars to achieve.

    Anything else going on that might have helped drive results?
    No other factors.




                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

  2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.

								
To top
;