#21 How Lane Bryant contributes to a national conversation
Retail Gets Real · with Brian Beitler · September 25, 2017 · 23 min
Summary
Lane Bryant has successfully rebranded by prioritizing customer understanding and advocating for body equality. By focusing on emotional connection and authenticity, they have leveraged their position as a plus-size retailer to drive a national conversation, demonstrating how purpose-driven marketing can enhance brand equity and resonate with modern consumers. Their "Discuss in the office, decide in the store" philosophy emphasizes the importance of in-store customer insights for strategic decision-making.
Key takeaways
Use customer insights, especially from in-store experiences, to drive marketing and operational decisions, rather than relying solely on internal discussions.
Integrate social responsibility and advocacy into your brand purpose to create an emotional connection with consumers and build stronger brand equity.
For niche markets, deep empathy and understanding of the customer base are crucial, even if the marketing team isn't part of that demographic.
Actively work to reshape industry norms and conversations by championing inclusivity and challenging established beauty standards within your marketing.
Regularly re-evaluate and reinvent your brand image to remain relevant and appealing to contemporary customers, focusing on authentic communication of values.
Lane Bryant is the most recognized name in plus-size clothing. As chief marketing officer, it is Brian Beitler’s job to tell the story of the brand and what it stands for. On this episode, Beitler shares how not being part of the customer base helps him listen and try harder to understand the customer. His philosophy: “Discuss in the office, decide in the store.” Learn more about how the company reinvented its brand image to appeal to modern customers and how it strives to reshape the current conversation on body equality.
What does this episode say about retail & omnichannel?
Use customer insights, especially from in-store experiences, to drive marketing and operational decisions, rather than relying solely on internal discussions.
What does this episode say about brand & content?
Integrate social responsibility and advocacy into your brand purpose to create an emotional connection with consumers and build stronger brand equity.
What does this episode say about founder & leadership?
For niche markets, deep empathy and understanding of the customer base are crucial, even if the marketing team isn't part of that demographic.
What does this episode say about retail & omnichannel?
Actively work to reshape industry norms and conversations by championing inclusivity and challenging established beauty standards within your marketing.
What does this episode say about retail & omnichannel?
Regularly re-evaluate and reinvent your brand image to remain relevant and appealing to contemporary customers, focusing on authentic communication of values.
