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‘Loud and proud’: How social media pushed retail to be more body-positive

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Over 100 years after it was founded, retailer Lane Bryant is finding its voice. And it has legions of vocal plus-size women to thank. “The plus-size woman is not a dowdy, insecure person,” said Lane Bryant’s CMO Brian Beitler. “She’s loud and proud. These women feel beautiful. They’re confident, and they want their fashion to convey that.” Beitler believes that the company has a responsibility to its customers to reflect and amplify her thoughts and feelings — which, thanks to social media, they can constantly monitor online. And Lane Bryant isn’t alone. As social media’s community of underserved plus-size consumers strengthens, more retailers are paying attention and shifting strategies to include their voices.

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DIGIDAY 2/25/2016

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