Since no one was ready to embrace the F word (fat!), Lane Bryant positioned itself with the passions of its customers in mind. No longer offering tent dresses and leggings, the retailer radically shifted its position with on-trend fashion that matched the clothes her size 6 friends were wearing.

We offered her the resources to celebrate herself. With over half the country fitting the profile, we needed to behave like all other fashion brands. That meant advertising in Vogue and Harper’s Bazaar, hosting celebrity filled runway shows, disrupting traffic in Times Square and publishing strong social content.

Years ahead of Dove’s Real Beauty, Lane Bryant recognized and celebrated the independent spirit of its loyal and passionate fan base and invited all women to love themselves for who they are. And as a testament to the positioning, Lane Bryant is still at it.