Dive Brief:
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Lane Bryant will debut a spring collection with fashion and lifestyle influencer Rochelle Johnson on Wednesday, according to a company press release. Johnson is the founder of fashion and lifestyle blog Beauticurve, which launched in 2013.
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The 10-piece collection includes dresses and a jumpsuit available in sizes 12 to 28 and priced between $79.95 and $99.95.
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The collaboration will kick off with two in-store meet-and-greet events this week in Culver City, California, and Little Rock, Arkansas.
Dive Insight:
Lane Bryant, part of the larger Ascena Retail Group portfolio, has been struggling alongside sister brands like Dressbarn and Catherines. But a new collection endorsed by a celebrity fashion blogger could reinfuse flair and may aid a comeback after style misses.
In the second quarter, which the company reported last week, plus-size Lane Bryant comparable sales tumbled 8% as plus-size sibling Catherines fell 4% and discount Dressbarn fell 1%. "Unfortunately, we took a step back at our Plus and Kids segments this past quarter, and we must deliver more consistent execution to get enterprise financials back to levels that we consider appropriate," CEO David Jaffe told analysts on Thursday, according to a transcript from Seeking Alpha.
This collection appears to be one way of making good on that promise. "Rochelle has created beautiful dresses that are beyond versatile for a client's event-packed spring calendar; from weddings to graduations, and all of the can't miss occasions she attends throughout the season. Fans of Rochelle and our clients are sure to fall in love with this collaboration," Susan Rodgers, chief marketing officer of Lane Bryant, said in a statement.
The move is in a way coming full circle for the former Lane Bryant store associate turned influencer. "My experience in store opened my eyes to what plus size women respond to fashion-wise," Johnson said in a statement. "It was beyond important for me to draw on that experience with the team at Lane Bryant to create dresses that women can feel joyful, spirited and empowered in."
