Influencer Marketing: Lane Bryant Collaborates with Chrissy Metz
Influencers are the new celebrity — wherever they lead, Gen Z and millennial follow. Social media remains a key driver of consumer purchases for Gen Z and millennials in the days of social media and brand identity. Today, companies are looking to get more customers, and more traffic to their websites, and to accomplish that is influencers. According to Steven Lai, 72 percent of young Americans follow influencers on social media, and teenagers are most likely to track multiple people. Among this group, men prefer to follow gaming and sports influencers, whereas women prefer beauty and fashion influencers. Mega-influencers are the highest-ranking category of social media influencers, and they typically have more than a million followers on their social media accounts. Having an association with a brand and a celebrity helps customers have a connection with the brand, “if this person likes this brand, then I will like this brand.”
Lane Bryant is a plus-size clothing store that sells sizes from 14 to 40 for women of all different shapes and sizes. Lane Bryant is a woman-founded, woman-led brand, by Lena Bryant who started on this journey 115 years ago. She was not just a pioneer in fit and fashion, but also she held to decency standards as well, paying her female employees a fair wage and offering health benefits, as well. Lena Bryant didn’t believe in don’t, can’t, won’t, or no. When she hit a barrier, she either knocked it down or found a way around it. Today they take the Lane Bryant can-do attitude and use it to create their brand standard, Style with Solutions (LB.com). Lane Bryant is a company that strives to make plus-size women feel empowered and beautiful in their own skin. They recently started an active line to help plus-size women find fashionable and affordable workout clothes similar to the average-size women.
A mega-influencer that would work great with Lane Bryant is Chrissy Metz. She is an American actress, best known for her role as Kate Pearson in the NBC drama series This Is Us, with over 1.6 million followers on her Instagram account and 274k followers on her Twitter account. Chrissy Metz is a plus-size actress that has never let her weight stop her from pursuing her dreams and living a happy life. Chrissy Metz said, “I’ve heard, ‘You’re too pretty to play the big girl.’ What? Wait, so plus-size women can’t be attractive?” Chrissy looks fantastic in anything that she is wearing, and she is someone that young plus size women can look up to for wearing fashionable plus size clothing.
I believe this would be an excellent partnership for both Lane Bryant and Chrissy Metz. Lane Bryant is a famous clothing line with 850k followers on Instagram and 72k followers on Twitter. Lane Bryant has more modern clothes than ever before with business clothes, casual clothes, workout clothes, and swimsuits, and with Chrissy Metz, a plus-size actress on a popular show, it is a perfect fit. Chrissy Metz can do beginning-of-season fashion releases for Lane Bryant since she is a mega influencer.
https://www.cmswire.com/digital-marketing/social-media-influencers-mega-macro-micro-or-nano/
https://www.lanebryant.com/content/about-us
https://www.ion.co/influencers-are-now-more-trusted-spokespeople-than-celebrities