Lane Bryant® Unveils New Branding Effort and Marketing Campaign "Fashion, Fit Right"

The leader in plus size fashion debuts new branding via fall ads with the tag line "Fashion for everyday, style just for you"

News provided by

Lane Bryant

Aug 09, 2012, 08:00 ET

COLUMBUS, Ohio, Aug. 9, 2012 /PRNewswire/ -- Lane Bryant^® launches a new national marketing and brand initiative beginning in September with a comprehensive print ad campaign, a fresh and modern brand logo and color palette, with updated in-store visuals, web and social media sites. This will be the company's first comprehensive branding and marketing effort since 2008. The rebranding also includes Lane Bryant's^® exclusive intimate apparel brand Cacique^®.

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As the nation's leading women's specialty plus apparel retailer for 110 years, Lane Bryant^® is the pioneer in full-figured fashion, offering the style, fit and functional solutions the customer seeks for her clothing, accessories and intimate apparel. The new branding effort and fall campaign speak to the latest on-trend Lane Bryant^® and Cacique^® fashions, while bringing an emotional connection to the imagery. Product features showcase proprietary designs around key fall trends as well as exclusive technology for superior fit and fabrication, such as with the new Genius Fit™ denim launch.

"We are thrilled to unveil this new chapter in the Lane Bryant^® story to our customer," commented Liz Crystal, Lane Bryant^® Chief Marketing Officer, "Our new brand image combines fashion and fit in a relevant way to her lifestyle. We continue to evolve with her, knowing she loves fashion and the latest trends, demands the best fit and function, and wants to feel sexy, confident and happy."

Debuting in September issues of select fashion and lifestyle publications, the campaign stars some of the plus size industry's most notable models Ashley Graham (Full Figured Fashion Week's Model of the Year), Marquita Pring, Robyn Lawley, and Candice Huffine. Imagery for the campaign captures moments in time, telling the story of what fashion and fit mean in the context of a woman's life -- at work, at home and at play. The new campaign, shot by fashion photographer Alexi Lubomirski, signals a major shift for Lane Bryant^®, focusing on fashion first then leveraging candid and personal lifestyle imagery to illustrate that there isn't just one type of Lane Bryant^® woman. The Lane Bryant^® woman is multi-faceted, and each with her own unique lifestyle.

The national, integrated campaign will manifest itself with fresh and modern brand logos and color palettes for both Lane Bryant^®and Cacique^®, an updated website (www.lanebryant.com) and social media platforms and a complete rebrand of all store merchandise and marketing elements. Consumers will notice the new logo in their August direct mail "magalog", a cross between a magazine and a catalog, with all other pieces rolling out through the fall. The brand has begun a strategic public relations campaign focusing on the "Fashion, Fit Right" platform as an overarching theme with "FASHION FOR EVERYDAY, STYLE JUST FOR YOU" as this season's tagline.

About Lane Bryant^®Lane Bryant^® is the nation's leading women's curvy specialty apparel retailer, providing stylish and high-quality fashion in sizes 14-28. The Lane Bryant^® collection includes a wide selection of career to casual apparel as well as accessories, footwear, hosiery and Cacique^® intimate apparel. Lane Bryant^® fashions are available nationwide at its 687 Lane Bryant stores, 118 Lane Bryant Outlet^® stores, and online. Lane Bryant^® is a wholly-owned subsidiary of Ascena Retail Group, Inc. (Nasdaq: ASNA). Please visit lanebryant.com and cacique.com for store locations and the latest fashion trend information.