Lane Bryant Case Study: Riding the Plus Wave
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Using the attached please assist with the following questions
1. Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and self consciousness.
How can the plus-size industry leverage what we know about consumer behavior to address self esteem
issues?
2. Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the
reasons for this? Compare this to the media images of men.
3. How do you reconcile the greater degree of acceptance of plus-size women with the parallel emphasis our society
continues to place on thinness (as evidenced by the billions we spend on diet products, exercise and so on)?
Given the health problems associated with obesity (heart disease, diabetes, etc.), should the industry continue to
encourage this acceptance?
4. Assuming that Lane Bryant decided to take this globally, what is your recommendation with respect to identifying
the correct marketing mix strategies (product, pricing, place, and promotion)?
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Solution Summary
Solution discusses answers to the following questions
1. Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and self consciousness.
How can the plus-size industry leverage what we know about consumer behavior to address self esteem
issues?
2. Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the
reasons for this? Compare this to the media images of men.
3. How do you reconcile the greater degree of acceptance of plus-size women with the parallel emphasis our society
continues to place on thinness (as evidenced by the billions we spend on diet products, exercise and so on)?
Given the health problems associated with obesity (heart disease, diabetes, etc.), should the industry continue to
encourage this acceptance?
4. Assuming that Lane Bryant decided to take this globally, what is your recommendation with respect to identifying
the correct marketing mix strategies (product, pricing, place, and promotion)?
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Questions
1. Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and self consciousness.
* Lane Bryant is experiencing great success, as revenues for 2008 was said to be just over $3 billion. In addition, the company claims to rank number two in overall women's plus-size sales behind Walmart.
Self-concept is how we think of ourselves, which affects the way we feel, and what we ultimately attract (good or bad). Some people have a concept that views their self a #1, like Mohammed Ili did due his successful fighting days. Women, on the other hand are getting better at viewing themselves in a higher light of self-esteem, self-worth, and self-appreciation. Thanks to female figures like Oprah Winfrey in the United States, and Adele in the United Kingdom, the average girl or lady has a different image to reflect. Being self-conscious is simply being aware of one's self, and there are different degrees (positive or negative) in terms of self-awareness. Since, what you see is not always what you get, as many people - male and female - do not see or know themselves clearly, which causes chaos or confusion in relationships and society as a whole.
* How can the plus-size industry leverage what we know about consumer behavior to address self esteem ...
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