Lane Bryant searches for plus-size models

DSN Retailing Today, April 5, 2004

With the reality being that the average women's size in the United States is a 14, and all things reality-based in terms of entertainment are an undeniable trend, Lane Bryant has decided to combine both themes in a competition for America's next plus-size model, in partnership with Ford 12+ Models. At either a Lane Bryant Store or on its Web site, adult women size 14 and up can compete for a $25,000 modeling contract and being featured in the retailer's national ad campaign.

This contest goes hand-in-hand with Lane Bryant's core brand message that plus-size consumers are both beautiful and fashionable. The competition is also a way to heighten Lane Bryant's visibility during its 100th anniversary. While the Charming Shoppes-owned retailer had a tough year in 2002, sales and net income were both positive during fiscal year 2003, with net income rising a healthy 162% to $10.1 million. After a rebranding effort during 2003 after the company got "too young and too sexy" in 2002, according to chairman and ceo Dorrit Bern, the focus is now on classic beauty.

"We are so excited to be launching this model search with Ford 12+" says Lorna Nagler, who was recently named president of Lane Bryant after a successful run at sister division Catherines Plus Sizes stores. "We know that thousands of our customers want to be models--and now they have a chance to make their dreams come true."

The competition was also likely inspired in part by the hit reality television series, "America's Next Top Model,' produced and hosted by supermodel Tyra Banks. The association with Ford, a top modeling agency, lends an aura of authenticity.

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RETAILER                     PRICE

AFAZE: AFAZE BRAND          $15.00
JCPENNEY: MIXIT              14.00
TARGET: XHILIRATION          12.99
THE AVENUE: THE AVENUE       19.99

Prices taken from merchandise tags on March 24, 2004