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Lane Bryant spurred on by #ImNoAngel campaign success

Plus-size retailer Lane Bryant is keen on developing the success of its #ImNoAngel Cacique intimates brand marketing campaign that has spurred both brand awareness and sales.

The retailer, which is pushing body positivity among its customers, has seen $7m in incremental sales since that message went out earlier this year, reversing eroding sales.

“That’s a material swing,” CEO Linda Heasley told analysts at a conference Wednesday, adding: “We’re seeing new customers.”

The $5m campaign generated more than 15bn media impressions in a five-week period and raised brand awareness, Heasley noted.

The #ImNoAngel campaign has now morphed into #PlusIsEqual (pictured), another $5m campaign and Heasley is eager to see the longer-term impact of the marketing.

“We’re delighted for that sales lift, but this is about changing the customer perception of Lane Bryant,” she said.

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