Lane Bryant links with full-figured bloggers

04Jun10

Lane BryantYesterday, Lane Bryant brought together plus-size bloggers to review their new fall and holiday sportswear collections. Their blogger conference is just another example of the intersection of fashion and social media.

Lane Bryant invited 13 bloggers from all over the US to review their new lines. Each blogger received head-to-toe fashion and beauty makeovers and had access to Lane Bryant executives and merchants via exclusive presentations and round table discussions.

Remember the “fat” model that appeared in Glamour? Well, these bloggers got to have one-on-one access to her. “The Woman on Page 194,” as she soon became known, is Lane Bryant model, Lizzie Miller. Bloggers got to speak to her via interviews on Skype from Miller’s current London photo shoot. Lizzie Miller became popular FAST after her spread in Glamour magazine, which I LOVED!  She helped take “real” size modeling one step further.

This blogger conference was just a continuation of Lane Bryant’s activity in social media. Lane Bryant also has an exclusive social networking site, Inside Curve, where over 22,000 members are connecting. Lane Bryant’s Facebook page is full of great content: video, lots of photos, contests and they regularly engage with their “fans”.  I checked out Lane Bryant’s Twitter stream, @lanebryant, and they were really active on that as well—lots of tweets from the yesterday’s blogger event.

@lanebryant Twitter

Lane Bryant is a great example of a retail brand using social media. Many brands like to dabble in it—one  tweet here and some Facebook there. Retail brands need to follow Lane Bryant’s example and invest properly in social media activity—that’s when they will see some real results.

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