Lane Bryant, one of biggest names in plus-sized fashion, recently launched an online community, the Inside Curve. The community offers simple but effective features such as profiles, photos, and groups. Members will also receive fashion tips and information on trends, as well as coupons, promotions, and exclusive savings.
Says Jay Dunn, Vice President of Marketing, "We're hoping to provide a forum for women who are interested in fashion, who happen to be size 14 and above. We want to give them a place to get closer to the brand -- inside the brand, so to speak."
Dunn's goal is to increase sales, as well as bring in new, younger customers. "There are a lot of consumers who may have dated perceptions about what the Lane Bryant brand stands for, and this is an opportunity to bring in not just a younger customer, but an Internet-savvy customer," he says. Dunn also believes that Inside Curve is part of "an evolving but important part of our marketing and customer-relationship management mix."
Check out the Inside Curve's intro video below: