Lane Bryant launches social network, Inside Curve, with a $500 gift card sweepstakes

I wanted to write this post about Lane Bryant's new social networking site, Inside Curve, since my colleague over at the American Sweepstakes & Promotion Company brought it to my attention. He's managing the sweepstakes promotion that is part of the launch campaign of the new site. So since I also write on the Lip-sticking blog I thought it was most appropriate to post it there first since that blog is specifically about "Smart" marketing to women online. Today was my guest blogging day other there, so here it is:

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.

Jay Dunn, who is the VP of marketing at Lane Bryant, said in a statement that "Plus-size women feel excluded from the mainstream. Inside Curve is an opportunity to bring these disenfranchised tribes of women all over the world closer to the brand”.

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 has been promoting Inside Curve on their website as well as in their stores. They are also using social media marketing and have both a Lane Bryant Facebook and a Twitter page, videos on YouTube, and a blog outreach program targeted to fashion-related blogs. Now how I became aware of Lane Bryant's Inside Curve social networking site is through one of my colleagues that I work with on promotions who is managing a current sweepstakes promotion for Lane Bryant. Anyone who becomes a Inside Curve member by November 1 is automatically entered into the drawing for a chance to win a $500 Lane Bryant gift card. Lane Bryant currently is promoting this on their Facebook page which as of today they have over 10,500 fans. So this is what I would label as a Social Sweeps^TM promotion.

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.

Jay Dunn, who is the VP of marketing at Lane Bryant, said in a statement that "Plus-size women feel excluded from the mainstream. Inside Curve is an opportunity to bring these disenfranchised tribes of women all over the world closer to the brand”.

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 has been promoting Inside Curve on their website as well as in their stores. They are also using social media marketing and have both a Lane Bryant Facebook and a Twitter page, videos on YouTube, and a blog outreach program targeted to fashion-related blogs. Now how I became aware of Lane Bryant's Inside Curve social networking site is through one of my colleagues that I work with on promotions who is managing a current sweepstakes promotion for Lane Bryant. Anyone who becomes a Inside Curve member by November 1 is automatically entered into the drawing for a chance to win a $500 Lane Bryant gift card. Lane Bryant currently is promoting this on their Facebook page which as of today they have over 10,500 fans. So this is what I would label as a Social Sweeps^TM promotion.

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.

Comments

[Lois]

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.