coexist

Opportunity

As the most recognized name in plus-size clothing, Lane Bryant puts an emphasis on fashion - not merely size - which makes them a style leader and a beloved brand by women everywhere. Creating a place online for these women to connect was a natural. Our focus was to engage, inform, connect and celebrate the Lane Bryant woman. Our goal was to build a social community to attract loyal, active participants that (if given the right tools) would drive sales by encouraging others to particpate in an online conversation focused on plus-size fashion and lifestyle hosted by Lane Bryant.

Execution

Coexist took cues from popular social media sites like "facebook" to push status updates and customer conversations to the front of the new Lane Bryant Inside Curve online community. Fans of Lane Bryant love to share their opinions with others and we made sure to include these opinions on the front page in addition to the latest media buzz and current Lane Bryant promotions. The community section of the site enables women to upload photos, create bios, connect with others, join groups and more. The Benefits section rewards Lane Bryant's best customers with the best deals, while the Buzz section pushes plus size fashion stories to all those interested.

Results

Within the first month of launch, Lane Bryant acquired over 7,700 members. When Lane Bryant would post a questions online - it was just a matter of days before hundreds of relevant responses would roll in through the site. Not only are the raw numbers impressive, but even more importantly - Lane Bryant has gained invaluable insight as to what their customers are talking about to each other and what they expect from their favorite brand.