Should the industry continue to encourage this acceptance

Assignment Help Marketing Management
Reference no: EM131069386

For this assignment, locate and read the case study on page 448 of your textbook, "Riding the Plus-Size Wave." (Article is Below) - Once you have read and reviewed the case scenario, respond to the following questions, with thorough explanations and well-supported rationale.

1. Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and self-consciousness. How can the plus-size industry leverage what we know about consumer behavior to address self-esteem issues?

2. Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the reasons for this? Compare this to the media images of men.

3. How do you reconcile the greater degree of acceptance of plus-size women with the parallel emphasis our society continues to place on thinness (as evidenced by the billions we spend on diet products, exercise and so on)? Given the health problems associated with obesity (heart disease, diabetes, etc.), should the industry continue to encourage this acceptance?

4. Assuming that Lane Bryant decided to take this globally, what is your recommendation with respect to identifying the correct marketing mix strategies (product, pricing, place, and promotion)?

Your response should be a minimum of three pages, double-spaced, excluding the cover and reference pages. References should include your textbook plus a minimum of one additional credible reference. All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations, and cited per APA guidelines.

RIDING THE PLUS-SIZE WAVE

For years, Hollywood and the advertising media perpetuated a stereotypical image of women. As a result, many consumers have the unrealistic expectation that women are (or should be) poreless, hipless, silken-haired, high-cheekboned, size 0, 20-year-old goddesses. But is this beauty myth finally changing? Companies like Charming Shoppes, Inc., parent company to plus-size American retailer Lane Bryant, are doing their darnedest to see that it does.

Lane Bryant was founded in the 1900s in New York, first as a retailer of maternity apparel and later as the first women's apparel retailer devoted exclusively to plus sizes. Acquired by Charming Shoppes, Inc. in 2001 from Limited Brands Inc., Lane Bryant is part of the retail holding company's strategic plan to pull itself back from the brink of bankruptcy. Now, 74 percent of Charming Shoppes' revenue comes from sales of plus-size apparel.

The future looks even brighter. The apparel industry defines plus size as 14 and up-today that includes 62 percent of American women.

According to Mintel, the plus-size clothing sector rang up $34 billion in sales in 2008. While this shift in demographics bodes well for Lane Bryant, the increase in the plus-size market does not directly translate into heftier sales. Plus-size customers tend to spend less as a percentage of their total disposable income on apparel compared to women who wear smaller sizes. Most analysts attribute this gap to the fact that retailers have not done a good job of making fashionable clothing available to plus-size women. According to one executive, "People are more accepting of their bodies today, and I think there has been a positive influence with role models. Years ago, manufacturers were only interested in making low-end plus-size merchandise because they thought customers were always in transition. Now no longer."

Lane Bryant is fighting this tide. With new product lines and promotional campaigns, the company sends the message that it's not only OK to be a plus-size, but that women in this category can be just as stylish as anyone. Lane Bryant focuses on en vogue styles previously available only to more modestly sized shoppers. Its strategy includes offering larger sizes in the upscale Seven Jean Collection. It also includes an expansion into the lingerie category with its new Cacique brand. In addition to selling lingerie in Lane Bryant stores, Charming Shoppes is positioning itself as a Victoria's Secret competitor by opening dozens of stand-alone Cacique stores. Other retailers are noticing this market and beginning to make a move. Will Lane Bryant's efforts change how society perceives the "typical" woman? Charming Shoppes' recent financial performance seems to indicate that this may be the case. Revenue for 2008 was just over $3 billion. In addition, the company claims to rank number two in overall women's plus-size sales behind Walmart.

Other retailers are also getting in the game. Hot Topic, Gap/Old Navy, Target, Lands' End, Saks Fifth Avenue, and Macy's are among national retailers in the United States offering or expanding their assortment of plus-size apparel and increasing promotional efforts for this category. With these industry changes, who knows what images of women the media of the future will celebrate?

Sources:www.spoke.com, accessed May 23, 2009; "Plus-Size Teens and Women-US-November 2008," Mintel Oxygen, accessed May 23, 2009; Leigh Gragan, "Looking Good: Plus-Size Styles Are All About the Fashion," McClatchy Tribune Business News (March 26, 2008); Keiko Morris,

"Finding Both Fashion and Fit: Plus-Size Retailing Is Becoming Hot as Demand Grows for Trendy Clothing in Size 14 and Up," Knight Ridder Tribune Business News (May 28, 2007): 1

Reference no: EM131069386

Questions Cloud

Notorious for its legal cruelty : The Tudor period was notorious for its 'legal' cruelty and thousands of people were executed during the 118 years of the Tudor Dynasty. Which place was never used for these executions?
Discuss and analyze the controversy surrounding it : Select an issue that is currently being covered by the media, a current controversy surrounding the topic that is worthy of being discussed. Discuss and analyze the controversy surrounding it
What kind of nonverbal behavior did you noticed : In the most recent visit to a store or location where customer service is provided, what kind of nonverbal behavior did you noticed? Explain your thoughts and perceptions on the behavior.
Course title-criminology : First, watch YouTube video "High Profile Crime Linked to Mental Illness," in which ABC7 News discusses a recent criminal case in which the defense attorney claims that the offenders' actions were caused by mental illness. Then, in an essay format,..
Should the industry continue to encourage this acceptance : Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and self-consciousness. How can the plus-size industry leverage what we know about consumer behavior to address self-esteem issues?
Calculate the net work of the cycle : A fluid at 0.7 bar occupying 0.09 m^3 is compressed reversibly to a pressure of 3.5 bar according to a law pvn = constant. calculate the net work of the cycle
Consciousness of western culture : The Ballets Russes burst upon the consciousness of Western culture like an explosion of fireworks when it opened in Paris in May of 1909, at the Chatelet Theater.
How nonverbal factors can cause conflict : Give a specific example of how nonverbal factors can cause conflict in intercultural communication, or if you feel comfortable doing so, give a personal example of a conflict caused by your perceptions of nonverbal styles.
How the decisions you made and the metacommunication : How do we implement all the tools and techniques we have learned about effective presentations while still being true to ourselves?

Reviews

Write a Review

 

Marketing Management Questions & Answers

  Explain the fundamental reasons why brands do not exist

Based on your review of the Learnscape scenario titled "Learnscape 3: Recover and Retention", explain the fundamental reasons why brands do not exist in isolation but do exist in larger environments that include other brands

  Explain differences between the two e-business models

Explain how marketing differs on a biz to consumer site compared to a biz to biz site. What is a real world site that illustrates this?

  Explain the importance of networking in your career search

Explain the importance of networking in your career search and How should you present a past job that is unrelated to your current career plans? Explain in paragraph form

  The business excellence model bem is a widely used

1.the business excellence model bem is a widely used framework that helps companies to review their performance and

  Describe the steps needed to understand the new markets

Describe and identify the process and key items of identification needed in order understand the new market segments. Who will buy? What would they buy? Why would they buy? What would they be willing to pay? Identify and describe the steps needed to ..

  Leadership styles in management

Research the many leadership styles in management. Select one style and write a report that describes the positive and negative attributes of the leadership style and how you identify with it.

  Explain important information about e-business question

Explain Important information about E-Business Question and Security is a critical issue for eBusinesses

  Consider an idea that you have had for a new product

Consider an idea that you have had for a new product, a product that falls into that category of "Gee, I wish someone would develop ________..." or "...I bet ________ would be a great product

  Analyze the business clients that you wish to target

"Market Penetration and Branding"-Analyze the business customers / clients that you wish to target. Your analysis should include, but not be limited to, their: demographic profile

  Differences between market share and market growth

Define and discuss the differences between market share and market growth and what impact these have on a business

  Effective and non-effective management traits

Review your own management style. What effective and non-effective management traits do you possess, Identify one example each of an effective manager and an ineffective manager

  How does it compare to other students thought processes

How successful a company is at exploiting emerging opportunities and dealing with associated threats depends on leadership's ability to cultivate a broad mindset among managers and their followers. How does it compare to other students' thought pro..

Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd