Case study 3 consumer behavior

ASSIGNMENT Must be 500 words not including title and references. Week 3 Case Please Follow the example case and complete the following case study. Please note that all sections must be complete. The key issues section is critical. Look for the terms and concepts that we have learned and apply them to the case. Do not define the key issues. What in the case makes them the key issue? Grading Rubric: Case Summary 2 points Key issues 10 points Personal Analysis 3 points Case Questions 9 points Conclusion 2 points CASE STUDY RIDING THE PLUS-SIZE WAVE For years, Hollywood and the advertising media perpetuated a stereotypical image of women. As a result many consumers have the unrealistic expectation that many women are (or should be) poreless, hipless, silken-haired, high-cheekboned, size 0, 20-year-old goddesses. But is this beauty myth finally changing? Companies like Ascena Retail Group, parent to plus-size retailer Lane Bryant, are doing their darnedest to see that it does. Lane Bryant was founded in 1900 in New York as the first women’s apparel retailer devoted exclusively to plus sizes. In 2012 it was acquired by Ascena Retail Group, which believes that Lane Bryant’s iconic brand and market leadership help to contribute to Ascena’s strategic plan for ongoing growth and profitability. The future looks bright. The apparel industry defines plus size as 14 and up—today that includes 67 percent of U.S. women and plus-size apparel sales amount to close to $18 billion a year. According to one industry executive, “People are more accepting of their bodies today, and I think there has been a positive influence with role models. Years ago, manufacturers were only interested in making low-end plus-size merchandise because they thought customers were always in transition. Now no longer.” With a flagship store in New York City and more than 800 stores throughout the United States, Lane Bryant sends the message that it’s not only OK to be a plus size, but that women in this category can be as stylish as anyone. Lane Bryant focuses on en vogue styles previously available only to more modestly sized shoppers. Its strategy also includes marketing the Cacique brand of plus-size lingerie and the Livi brand of active wear, both of which are known for their appealing fit and fashion styling. A recent spring campaign for Cacique featured TV ads with plus-size models and social media focused around “

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