One Brand’s Twitter Chat Backfired In The Worst Way
We applaud all companies who take a stand for every single active woman—but we still have more to go to reach every athlete in an equal way.
Heading out the door? Read this article on the new Outside+ app available now on iOS devices for members! Download the app.
Lane Bryant, a brand perhaps best known for its #ImNoAngel ad campaign, hosted a Twitter chat where followers and fans could ask their marketing officer anything about the company. A brand that prides itself on creating apparel for all sizes, Lane Bryant apparently fell short with many of its customers. Instead of bringing thought-provoking questions and customer requests into the feed, #AskLaneBryant elicited a lot of complaints about lack of style and lack of knowledge about what women who would purchase their product actually want in a pant, shirt, bra or anything else.
Tweets ranged from complaints about bras that caused injury, to not catering to the older demographic, to not using a “plus-size fashion expert” to inform their creation.
Related: Meet Our August Cover Runner
Last year a survey showed that 92% of plus-sized women were upset about the absence of style in their sizes, according to Business Insider. In addition, a mere 28% actually felt like their demographic was properly represented in the fashion industry. While more and more major brands are turning to expanding their size selection, it’s a widespread opinion that being all-inclusive goes beyond just supplying clothes for everyone. Every size, every woman, every human needs equal access to the quality and style that suits their personality, needs and desires.
Related: What A Plus-Size Athlete Wants—Options!
While we love the shift that’s happening in the fitness industry—it’s unfortunate that there ever had to be a shift—and applaud companies like Lane Bryant for taking a stand where it can count, we still have some more to go to reach every woman in an equal way in the fitness world.
Related: Gear For Every Body