Plus-size retailer Lane Bryant has been able to score success from its
marketing campaign #ImNoAngel Cacique intimates seeing a surge in sales and
social media awareness.
The retailer, which is pushing body positivity among its customers, has
seen 7 million dollar in incremental sales since that message went out earlier
this year, reversing eroding sales.
“That’s a material swing,” CEO Linda Heasley told analysts at a conference
Wednesday, adding: “We’re seeing new customers.”
The 5 million dollar campaign generated more than 15 billion media impressions in
a five-week period and raised brand awareness, Heasley noted.
The #ImNoAngel campaign has now morphed into #PlusIsEqual,
another 5 million dollar campaign and Heasley is eager to see the
longer-term impact of the marketing.
“We’re delighted for that sales lift, but this is about changing the
customer perception of Lane Bryant,” she said.