Part
01
of two
Part
01
Analysis - Plus Size Athletic Wear Brand: Old Navy, Livi Active by Lane Bryant, and C9 Champion.
An exhaustive analysis of Old Navy, Lane Bryant, and C9 Champion’s plus-size athletic wear reveals that the three brands are primarily using their websites, social media profiles, TV commercials, and display ads to advertise their products. Their key marketing messages are focused on their use of moisture-wicking technologies and stretch fabrics that enhance comfort and support. Media placements that have been published during the past 12 months are mostly centered on their marketing campaigns, product launches, and growth strategies.
ANALYSIS OF PLUS SIZE ATHLETIC WEAR BRANDS
To complete this research, I have focused on reviewing the websites, social media profiles, and media placements of Old Navy, Lane Bryant, and C9 Champion. I also utilized online tools like AdEspresso and Moat to determine the marketing channels used by each brand. As requested, I’ve limited my analysis to each brand’s plus-size athletic clothing category and utilized only the sources written within the past year.
OLD NAVY
• Channel used to promote their plus-size athletic clothing:
Old Navy makes their plus-size collection available through their website. The brand also utilizes their Facebook, Twitter, Instagram, and Pinterest pages to promote their plus-size activewear category. Upon further analysis, it appears that the brand usually advertises their plus-size activewear products through broader divisions like ‘Women’s Plus’ or ‘Old Navy Activewear’. They also utilize display ads to spread awareness to their Old Navy Active line but they have no banner ads specific to their plus-size activewear category.
Using AdEspresso’s Facebook ad gallery, I’ve found that Old Navy is also using Facebook ads to market their products. In addition, they also have an affiliate program which grants publishers 1-4% commission on every item sold. Regrettably, there’s not enough information available to confirm if the brand is using both Facebook ads and affiliate programs for their plus-size activewear line.
• Marketing message:
The brand is using the following messages to differentiate their Old Navy Active Women’s Plus line: (1) a Go-Dry moisture-wicking technology that will keep the user dry, (2) use of compression fabric that enables support and flatters any body type, and (3) support bras that offer ample amount of support for any type of workout.
• Media placements:
While there are plenty of articles written about the brand Old Navy within the past year, my research has found that the brand rarely talks about their plus-size activewear products separately. They are usually grouped with the brand’s activewear collection or plus-size division. The most relevant article I’ve found is a SheKnows article dated August 2017. As such, I’ve also included two related articles: one that focuses on the brand’s activewear line and one that is centered on their plus-size clothing.
“Brands Who Make Plus-Size Workout Clothes” (August 2017): Last year, SheKnows has published a list of activewear brands that cater to women of all sizes. The said article features Old Navy and their line of activewear for plus-size women.
“Gap’s CEO Pegs Growth Strategy on Active” (September 2017): In response to the increasing demand of activewear products, Gap Inc. predicts that their sales for Athleta, their activewear brand, will reach $1 billion in the following years. In addition to this, the company also plans to expand Old Navy’s activewear category.
“Online retailers seize on long-ignored market: Women size 16 and up” (September 2017): In 2016, sales of plus-size apparel increased by 6% causing clothing brands to launch or expand their plus-size collections. Old Navy, along with other retailers like J.C. Penney and Walmart, has expanded their sizes to 30. Even with the growth of the plus-size category, sizes beyond 30 still fail to sell. According to Debbie Christel, assistant professor at Washington State University, “It’s really, really difficult to find fashionable clothing above 3X or 4X.”
LANE BRYANT
• Channel used to promote their plus-size athletic clothing:
Lane Bryant’s plus-size athletic collection is primarily advertised through their website. This collection can be accessed through their Livi Active division. Additionally, the brand can also be seen promoting their Livi Active line through their Facebook, Instagram, Twitter, and YouTube pages. In their Instagram page, Lane Bryant utilizes user-generated content to increase awareness of their Livi Active sculpting collection. In their YouTube page, on the other hand, the brand publishes a series of videos called ‘LIVI Moves’ which promotes physical activity and confidence.
Last year, the brand launched a series of videos which promotes body positivity. This was the latest installment of their #ThisBody campaign which they first launched in 2016. The accompanying commercial for the campaign sparked controversy due to the nudity of some models, prompting TV networks such as NBC and ABC to reject the said advertisement. In addition to this, the brand is also making use of display ads to drive traffic to their website.
• Marketing message:
The brand is using the following key messages to maximize their brand value: (1) use of sculpting fabric that gives enough support while maintaining comfort, (2) use of ultra-sleek waistbands, (3) body-mapping seams that accentuates the user’s natural curves, and (4) their anti-chafing and anti-wicking technology that will keep the user dry and comfortable.
• Media placements:
“Lane Bryant’s Newest Video is All About Loving Yourself Exactly as You Are” (February 2017): A year after they launched their #ThisBody campaign, Lane Bryant introduced a series of new videos which encourages the viewers to be comfortable in their own skin. The videos feature women from different walks of life who talked about the things that inspire them in their everyday life.
“Prabal Gurung’s Plus-Size Collection with Lane Bryant is Finally Here” (February 2017): Prabal Gurung, a Nepalese-American fashion designer, has partnered with Lane Bryant to launch a new collection of plus-size clothing for the empowered woman.
“Ring in 2018 with Lane Bryant at the LIVI New Year Event” (January 2018): Earlier this year, Yahoo! published a Lane Bryant press release about the brand’s upcoming event ‘LIVI Active Sculpting Collection’. The event, which was held at Novi, Michigan was created to launch their newest line of yoga pants, bras, and leggings.
C9 CHAMPION
• Channel used to promote their plus-size athletic clothing:
In their website, Champion features their plus-size athletic products under the C9 Champion collection of their Men’s and Women’s division. In addition, their C9 Champion collection is also available through the Target website. The brand also takes advantage of their Facebook, Instagram, and Twitter pages to promote awareness of their products.
In 2017, the brand partnered with retail giant Target to launch their campaign called ‘A New Kind of Strong’. According to Rick Gomez, Target’s executive vice president and chief marketing officer, the campaign aims to recognize the fact that their customers, regardless of physical appearance and size, can have their own take at living active lifestyles. In addition to this, the brand also uses display ads to spread awareness about discounted items and drive traffic to their website.
• Marketing message:
The brand is using the following messages to maximize their competitive distinctiveness: (1) use of four-way stretch fabric, (2) their Duo Dry® moisture-wicking technology that promotes maximum comfort, and (3) flat seams that keep chafing to a minimum.
• Media placements:
“Target's New Body Positive Campaign Stars Plus Size Ballerina Lizzy Howell” (May 2017): An Allure article has featured the brand’s ‘We Are a New Kind of Strong’ Campaign. They wrote about the featured plus-size ballerina Lizzy Howell and how she’s working to give a new definition to the term “ballerina body.”
“Plus-Size Teen Ballerina Takes Featured Spot in New Ad Campaign” (May 2017): As part of the C9 Champion’s ‘We Are a New Kind of Strong’ campaign, Yahoo Style has written about ballerina Lizzy Howell and how she’s using her voice to defeat stereotypes.
“Plus-Size Convention TheCurvyCon Hits New York Fashion Week” (August 2017): Last year, WWD wrote an article about the two-day event TheCurvyCon which featured brands like Dia&Co, Lane Bryant, and Target. The event also drew attention to the plus-size pieces of the C9 Champion activewear. To start this section of the conference, C9 Champion’s brand ambassador Massy Arias led a Q&A portion to address the questions of the attendees.
In summary, my research has revealed that Old Navy, Lane Bryant, and C9 Champion are utilizing their websites, social media pages, display ads, and TV commercials, to promote their plus-size athletic collections. Their marketing messages are centered on their use of moisture-wicking technologies and stretch fabrics. Their media coverage during the past year is focused on marketing campaigns, product launches, and growth strategies.