12.14.07
RightFit.com in the news
As seen in Columbus Business First
By Dan Eaton
12/14/07
Shoppers respond to jeans line from Lane Bryant
Online Audience
Right Fit not only represents a foray into sizing for Lane Bryant, but it was a new opportunity for marketing, said Jay Dunn, Lane Bryant’s vice president of marketing. Dunn said the retailer targeted new media in promoting the line and has been pleased with the results.
The company presented the jeans and details of the sizing system to up to 10 blogs targeting plus-size women.
“We had to be authentic,” he said. “We couldn’t be heavy-handed. We just gave them the story and let it go. It was almost like a focus group.”
Lane Bryant now has links to 200 blogs that have endorsed Right Fit.
The chain has tapped other online veins as well. It spent three months as an advertiser for a game dubbed tumbletees on the free gaming site Pogo.com, where in addition to static ads, a RightFit commercial airs every four games played. That resulted in more than 2 million page views for www.RightFit.com.
Lane Bryant also partnered with eMusic.com, offering free music downloads for trying on a pair of Right Fit jeans. Dunn said there have been 11,000 offer redemptions.
“Our target customer is a 42-year-old woman,” he said. “There was a question about whether she’d respond to this. She has. The Internet is robust and relevant. It is a misnomer that this is just the domain of the young.”