Dive Brief:
-
Plus-size retailer Lane Bryant this week rebooted its clever and popular #ImNoAngel campaign in response to Victoria’s Secret runway show. The hashtagged campaign aims to draw contrast to the lingerie retailer’s skinny models and Lane Bryant’s acceptance and support of more normal-sized women.
-
But a Twitter discussion Tuesday with Lane Bryant’s customers, sponsored by media company Refinery29 under the hashtag #AskLaneBryant didn’t quite go as planned, with many complaining about what they said are its high prices, low quality, and lack of style. Commenters praised newcomer Modcloth as an all-sizes retailer who understands plus-size shoppers needs and desires.
-
Tweeters also took issue with the retailer’s choice of Wendy Williams as a brand spokesperson; Williams, who has recently had a high-profile weight loss, said that plus-size women should eat less.
Dive Insight:
Social media can be highly useful to brands, but Lane Bryant’s experience yesterday shows how quickly things can get out of a brand’s control.
Whoever was running Lane Bryant’s Twitter account actually sent out a “frowny face” during the onslaught of tweets that had many customers complaining about quality and approach and demanding more from what one Tweeter called a legacy retailer in the space.
@TrendyCurvy :( that makes me feel a little sad. there is a whole family of associates who truly love women.
— Lane Bryant (@lanebryant) December 8, 2015
Amanda Levitt, Tweeting under the handle @FatBodyPolitics, at one point praised Mod Cloth for their approach to plus sizes, after commenting, “Let's be honest for a bit. @lanebryant isn't going to be answering anything of substance in this chat. #AskLaneBryant.”
Mod Cloth isn't perfect but they have been on the scene for a very short time and learned really quick how to do things #AskLaneBryant
— Amanda Levitt (@FatBodyPolitics) December 8, 2015
Other plus-size brands joined in as well, telling Lane Bryant to “move over.” For its part, aside from the Tweeted frown, Lane Bryant said it welcomed the discussion.
2) We are learning just how broad we need to be in our own inclusion in body diversity from our customers and our fans.
— Lane Bryant (@lanebryant) December 8, 2015
Which it may have to do again. Racked notes that Refinery29 has promised more discussion.
