Lane Bryant Inc. is a chain of retail women's clothing stores that focus on plus size clothing. The company started in 1904 with a maternity design made by Lena Himmelstein Bryant Malsin. In 2013, the chain consists of 812 stores in 46 US states (only Alaska, Hawaii, Montana, and Wyoming do not own Lane Bryant stores).
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Widowed at an early age, Lena Bryant supported her and her little son as a tailor. Borrowing $ 300 from his brother-in-law, Bryant went to the bank to open an account. The bank clerk misspelled his name in the app as Lane instead of Lena . In 1904, he rented a small shop on Fifth Avenue with a backyard for $ 12.50 a month. There he hung his clothes from gas equipment and opened the door.
Asked by one of her pregnant customers to design something "comfortable" and comfortable to wear in public, Bryant created a dress with an elastic belt and an accordion skirt. This will be the first commercially made pregnant shirt. This dress is welcomed not only by middle-class women, but also by poorer pregnant women who have to work. The maternity dress soon became the bestseller at Bryant's store.
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Company initial challenge
When Bryant married Albert Malsin in 1909, he took over the business. He systematically began to develop and develop it. Albert instituted precision engineering, and cost accounting and modern pricing. Sales had reached $ 50,000 per year in 1910. Albert was determined to direct operations toward specialization. To produce in number and at a lower cost, he began to have dozens of dresses cut mechanically at once and using high-speed sewing methods. Lane Bryant began supplying materials design patterns and financing for contractors.
Although Bryant came up with an innovative and commercial product, he found it difficult: The tradition dictates that topics such as pregnancy are not discussed in the media. Her husband took this challenge by convincing the New York Herald to receive an advertisement for their business in 1911. When the paper was finished, the entire store stock runs out the next day.
Bryant saw another need before World War I. Before that, there was no mass-clothing manufacturer for "dashing" women. After measuring 4,500 of its own customers, as well as gathering information from about 200,000 other women, it is clear that new challenges must be met. Bryant determines three types of dashing women and clothing designed to fit each other. Plus-sized clothing quickly covered the maternity line, and in 1923, the company's sales reached $ 5 million.
Mail order catalog
To bypass exemptions from newspapers, Malsins created a catalog of first post orders for maternity clothes. Business mail orders are developed for women who prefer privacy about their "conditions". In 1917, revenue from the catalog exceeded one million dollars. In 1919, their "strong catalog" had 52 pages and the "maternity catalog" had 76 pages.
Other corporate innovations
Lena Bryant is a pioneer in another way. The customer is important to him, and the customer relationships and corporate philanthropy are very high on the list. On his advice, Lane Bryant, Inc. working with the Red Cross to replace Lane Bryant's wardrobe that was destroyed in a disaster. After the Texas City Calamity in 1947 in Texas City, Texas, the company provided 58 post-order customers whose homes were destroyed by the fire.
Another concern is the employee benefits. While some companies offer more than wages, Lane Bryant offers revenue sharing, pensions, disability insurance, group life insurance plans, and medical benefits. In 1950, more than 3,500 employees participated in these pioneering concepts. Twenty-five percent of the shares issued when the company goes public are provided for employee subscriptions.
Continuous growth company
In 1915, the first branch retail store opened in Chicago. After his death in 1951, Bryant's sons took over the business. Operation Lane Bryant was purchased in May 1982 by The Founder of The Limited Leslie Wexner.
In 1961 Lane Bryant acquired Town & amp; Country, discount department store based in Pennsylvania. City & amp; The division of the state was eliminated in 1977.
Today
Catalog operations were licensed to Brylane (now Redcats) in 1993. Retail operations were sold to Charming Shoppes, owner of another large clothing store, in 1999 for $ 335 million. Charming has since expanded the chain and introduced online sales and outlets. Lane Bryant's "brothers" include Fashion Bug and Catherines. To trade at the famous Lane Bryant brand, Charming folded all of his shop sites into the Lane Bryant domain; fashionbug.com and catherines.com both point to fashionbug.lanebryant.com and catherines.lanebryant.com respectively -something. Today, Lane Bryant is a large retail chain, present in many shopping centers across the United States. In 2004, Lane Bryant opened a main store in New York near Fifth Avenue. Handsome Shoppes regained licenses for catalog operations in late October 2007. In June 2012, Ascena Retail Group, the parent company of DressBarn, purchased Charming Shoppes with a $ 900 million transaction through a combination of cash in hand and $ 325 million in loans from the credit facility.
Slogan
- What Women Are Using Truly (1995-2004)
- Brave. Modern. You. (2004-2010)
- Nothing fits you like Lane Bryant (2010-2012)
- #ImNoAngel, #PlusIsEqual, #ThisBody, #BackupBeep (2014-present)
Ads
In 2010, Lane Bryant accused Fox and ABC of censoring their 30-second advertising spot during commercial breaks for Dancing with the Stars and American Idol . The ads feature plus-sized models of Ashley Graham in their Cacique lingerie line. Lane Bryant accused discrimination networks because they had no problem displaying Victoria's Secret ads, with similar-dressed models, in the same time slot.
In March 2016, Lane Bryant accused ABC and NBC of banning 30-second underwear ads featuring the tag "This Body", which depicted light nudity and breastfeeding.
Designer collaboration
In 2013, Lane Bryant announced his first designer collaboration with designer Isabel Toledo and artist Ruben Toledo. For 2013 Holidays (December 2013), this duo produces capsule collections with logo tote and handbags, both featuring Ruben sketches. In March 2014, their first complete collection for Spring 2014 was launched. On March 20, 2014, a ground presentation was held in New York City, which was broadcast live online.
In March 2014, Lane Bryant announced his second design collaboration with Sophie Theallet. Theallet produces lingerie and nightwear for Lane Bryant Cacique's lingerie brand, released in autumn 2014 (September 2014).
See also
- Lane Bryant Shooting
References
External links
- Official website
Source of the article : Wikipedia
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