Brian Beitler, VP ejecutivo y CMO de Lane Bryant
Brian Beitler, EVP & CMO at Lane Bryant, and Hans Dorsinville, EVP and Creative Director at Laird+Partners, said at ANA’s Multicultural conference that body shaming continues to be a way of discrimination in the U.S. Both executives leaded a great revolution of Lane Bryan -plus size women clothing brand- communications. Beitler said that when he began researching about the brand perception he found out that despite having: 100 years of history, loyal clients, people of all sizes and colors, they have lost their connection with these women and the idea of dressing them nicely, they were not only offering them plus sizes. So they decided to seize the opportunity to show and celebrate these women how they are and feel. And leave a side stereotypes. “All women have the right to fashion, so we decided to change the converstion and the challenge was exciting. Was a brief that truly allows to make a difference, we wanted the brand to change the game. A brand that offered more than clothing. We knew we had to be disruptive, and we felt we had to project a new image of this woman” Dorsinville said. With the #ImNoAngel campaign for plus sizes, they redefined what being sexy means and won the current audience. Finally, with this great effort, minority became visible” Beitler concluded.
