Unit VI Case Study
For this assignment, locate and read the case study on page "Riding the Plus-Size Wave." Once you have read and reviewed the case scenario, respond to the following questions, with thorough explanations and well-supported rationale.
1. Explain the success that Lane Bryant is currently experiencing in relation to self-concept, self-esteem, and self-consciousness. How can the plus-size industry leverage what we know about consumer behavior to address self-esteem issues?
2. Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the reasons for this? Compare this to the media images of men.
3. How do you reconcile the greater degree of acceptance of plus-size women with the parallel emphasis our society continues to place on thinness (as evidenced by the billions we spend on diet products, exercise and so on)? Given the health problems associated with obesity (heart disease, diabetes, etc.), should the industry continue to encourage this acceptance?
4. Assuming that Lane Bryant decided to take this globally, what is your recommendation with respect to identifying the correct marketing mix strategies (product, pricing, place, and promotion)?