COLUMBUS, OH: Plus-size women's retailer Lane Bryant has launched Inside Curve, a social network that aims to reach and connect its niche female target.
According to Jay Dunn, VP of marketing at Lane Bryant, plus-size women feel excluded from the mainstream. This social network provides an outlet where they can engage with each other as well as the brand.
“Inside Curve is an opportunity to bring these disenfranchised tribes of women all over the world closer to the brand,” he said.
The fashion-focused site, launched August 3, provides members with an opportunity to create and participate in forums and groups and upload photos and videos. It also features product reviews, design tips, style advice, behind-the-scenes video, and plus-size model interviews.
The PR team, including AOR Media Source, is promoting the network via its Web site, store handouts, Lane Bryant Facebook and Twitter pages, YouTube, and extensive media outreach to outlets such as morning shows and fashion-related blogs.
Dunn explained that the company also plans to use the platform for marketing and product feedback. However, he added, “It's really not intended to be a Lane Bryant site.”
“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.”