Lane Bryant launches Inside Curve, a social networking site for plus-size women
October 07, 2009
By Guest Blogger, Donna DeClemente, Donna's Promo Talk
This past August Lane Bryant launched their own social networking site called Inside Curve in hopes of reaching and connecting its niche, plus-size female target. Also known as full-figure women, Lane Bryant customers are known to be extremely loyal so a social network where they could engage with each other as well as the brand seemed to be a natural fit.
So I'm curious what our Lip-sticking women readers who fall into this target audience think of the new social networking site as well as Mr. Dunn's comment ("disenfranchised tribes of women?"). Take a look around at the nicely designed pages and click on articles that feature product reviews, design tips and style advice. There's also video clips and interviews with some plus-size models, such as Crystal Renn. In Crystal's video she talks about the book she wrote, "Hungry: A Young Model's Story of Appetite, Ambition and the Ultimate Embrace of Curves which she talks about her eating disorder.
The home page of Inside Curve also features the latest comments from members as well links to post that other bloggers have written about the brand. There is a fairly simple online registration form to fill out to become a "Insider" member. The site invites women to "join the girlfriend trifecta of fashion, fun, and friends". Insider benefits include the opportunity to create and participate in the forums and groups and upload photos and videos, plus have access to exclusive savings, coupons and offers. Over 12,000 women are currently members, so Inside Curve appears to be a success so far.
Now I have to "disclose" that I am not a customer of Lane Bryant. I am actually a petite size and since becoming a lifetime member of Weight Watchers I have been enjoying fitting into a size 6 or 8. However, my two sisters are both full-figure women and are always looking for fashionable clothes that fit them right. So I'm aware of the challenges they face in dressing both stylishly and affordably.
Lane Bryant's Jay Dunn stated that they also plan to use the social media platforms for marketing and product feedback. Jay said “We want members to have a conversation with the brand, but it's really a community where we're participants. It's not heavy handed.”
So let's help Jay out a bit and tell us what you think of the whole campaign and how they're marketing to women online. And if you are a plus-size woman, is Inside Curves something that you would like to engage in? I believe that Lane Bryant is definitely heading in the right direction in how they are integrating social media into their marketing mix.
I think there should be less time on the computer getting subscribers and more time in the design room getting the clothing right. There's no point jumping on the social media bandwagon if you don't have the merch to back it up.
There's a fab website called RunwayRevolution.com that shows only models over a size 10, and it's packed with post after post of beautiful pictures. It's really interesting to see just how much high-quality work exists outside of the narrow view of the weight/body/celebrity-obsessed US media.
I'd like the Lane Bryant design teams to have a look over it and get a few clues as how to avoid serving up peasant skirts, tshirts and printed polyester tunics next season. There is definitely MORE to fashion. It can be done, people!!!
Posted by: CurveSmart | December 03, 2009 at 11:05 PM
I've always been a fan of plus-size models! There's a great site with many images of Crystal and other plus-size models here:
http://www.judgmentofparis.com/
They're all gorgeous.
The site's forum also has thought-provoking discussions about body image and the media.
Posted by: Lois | October 21, 2009 at 07:10 PM
"Inside Curve is an opportunity to bring these disenfranchised tribes of women all over the world closer to the brand”.
Spoken like a man who has no idea about women :)
Posted by: Kelley Shapiro | October 12, 2009 at 11:49 AM
I think it's a great idea. The articles are targeted to my size and easy to relate to.
Posted by: Katie Macwire | October 08, 2009 at 10:35 AM
I'm a plus-sized woman. I shop at Lane Bryant. I'm not disenfranchised. Lane Bryant is like the local phone company...it has a monopoly on the market of non-mumu clothes for curvy women. I'm not sure that equates to brand loyalty, rather a necessary evil.
Posted by: Tarah Remington | October 08, 2009 at 08:51 AM
I have always liked Lane Bryant, although I never shopped there. I like what they're doing for plus-sized women and I, too, wonder how those women feel being identified as "disenfranchised tribes".
Of course, Seth Godin has been using tribes as a label for awhile - his attempt I expect to use a new word - something other than "community".
Personally, I prefer neighborhood to community and/or tribe. I'm part of a neighborhood, which is part of a community. The tribe thing - doesn't do it for me.
Posted by: Yvonne DiVita | October 08, 2009 at 08:19 AM