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Lane Bryant Electronic Retailing

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Lane Bryant (Electronic Retailing)
Lane Bryant was established by Lena Bryant in 1904 with the first branch located in New York City on the fifth avenue. It expanded into Chicago in 1915 with the inclusion of a retail store and mail order catalogue. The company later expanded its product portfolio to include a greater focus on plus-size fashion in 1923.
It was acquired in 1982 by Limited Inc and later in1999 by Charming Shoppes Inc for $335 million. Charming Shoppes was purchased in 2012 by Ascena Group for $882.1 million (Ascena 3). The acquisition added the Lane Bryant/Cacique and Catherines brands into the existing Ascena Retail Group portfolio; Justice, Maurices, and Dressbarn brands.
Lane Bryant operates 788 outlet and retail stores as well as an online presence (lanebryant.com) that offers e-commerce solutions (Ascena 4). It has gained prominence in plus-sized fashion over the years. The main target demographic segment is 25 – 45 year olds with sizes ranging from 14 – 28 inches.
Demographic segmenting is based on biological variables and needs such as age, gender, generation, e.t.c. (Kotler and Keller 248). Lane Bryant has focused on the variables of age, gender, life stage, and social class as its main demographic targeting variables. The brand is targeted at the masstige market with creativity and quality being its main hallmarks.
According to IBIS World (2), the size of United States, plus-sized women fashion is valued at $8 billion with an annual growth rate of 2.1% in the past five years. It is generally considered as being mature, and mergers and acquisitions are driving growth. In the United States, about 100 million women consider themselves as plus-sized (Bogenrief 4).
NPD Group (1) found out that nearly two-thirds of women aged 13 years and above self-classified as plus-size. There is inherent difficulty with appropriate targeting of plus-size

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