A Print Focus Returns in Lane Bryant Campaign

Lane Bryant, the women’s plus-size fashion retailer, is introducing a $10 million advertising and marketing campaign to make its clothing and lingerie more relevant to current and prospective customers. The campaign features new print advertising; a revamped Website and social media outreach; and in-store and direct marketing initiatives.

This clothing appears in print advertising, a new medium for the retailer, which has not done extensive magazine advertising since 2007. Ms. Crystal said Lane Bryant was turning to the print medium now because its target customer is “engaged with print. She uses print to learn about fashion. We felt print was important.”