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Not Yo’ Mama’s Mall Store — Lane Bryant Debuts A New NYC Flagship

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    Shopping as a full-figure woman can be a less-than-pleasant experience. Department stores tend to cram their limited plus-size options in a darkened back corner in the basement, and there are very few stores that cater specifically to larger sizes. Shopping online can also be hit or miss, and the prospect is even less appealing if you have to purchase multiple sizes and pay for shipping and returns. Fortunately, Lane Bryant heard the S.O.S. and has delivered in the form of a rebranded 7,835 square-foot flagship store on 34th Street in New York City.

    With an updated, modern look and a stronger focus on fashion-forward style, it’s hard to believe that this is the same brand that has been offering plus-size apparel for nearly 110 years. Leaving behind the more matronly styles and expanding its line to include the Lane Collection — an elegant higher-end line filled with quality materials and a higher price point — the company has looked to magazines and runway trends to help craft garments that will appeal specifically to a younger demographic, without shunning its already devoted clientele.

    Not only are the designs fresh, Lane Bryant’s understanding of our social media culture is more than apparent. With mannequins styled by plus-size bloggers Marcy Guevara, Ashley Falcon, and Alissa Wilson, Lane Bryant is taking every measure conceivable to connect with the plus-sized world. “Bloggers are important because they’re part of our community, and the more we can share with our customers and be part of our community, the better,” explained Liz Crystal, Lane Bryant chief marketing officer. She continued, “Facebook is a really great way for us to talk with our customers and we find that they love to engage with us.”

    With a firm anchor dropped in the heart of Manhattan, Lane Bryant is set to continue to be the leader in plus-size apparel for all generations of women. Take your first look at the brand's new flagship in the slides ahead.

    Lane Bryant Flagship Store, 225 West 34th Street; 646-216-5456.

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