Social Networking Overkill? Lane Bryant Launches “Inside Curve” Website
When it comes to new ways of marketing products, businesses are really trying to cash in on social networking. The latest to stake a claim in the internet forums is retailer Lane Bryant, the plus-size mall chain. The new website, called Inside Curve, will allow users to give feedback and interact with the brand, as well as talk with other users. Says a company rep, “Our woman loves fashion, loves color, and insists on being on trend and knowing what’s coming next. Inside Curve is her opportunity to join thousands of women who feel the same way.”
Because digital marketing is still relatively new, taking an initiative like Lane Bryant’s brings up a lot of questions. Can social networking actually help your brand and business? Does it defeat the purpose of an online community if it’s created solely by sponsored content? And more specifically, for women: Is Lane Bryant attempting to mold out a better space for plus-sized women, as skinny fashion networks outnumber full-figured forums?
So what do you think? Cheap trick? Or a pioneer in bringing new options for women? [BusinessWire.com]