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“Riding the Plus-Size Wave” Consumer Behavior Case Study page 230 EXECUTIVE SUMMARY The underlying theme within this case as well as the reasoning behind the proposed strategic alternative is: how to increase the sales and alter the consumption habits of the target consumer market. We describe the industry and the company’s position within the industry the behavioral aspects of the target consumer market and its relationship to this company. After careful study of theoretical reasoning, we’ve found that consumers with lower self-esteem tend to spend less. Our strategic alternatives therefore attempt to enable the consumers to increase their self-esteem and thus, altering their consumption behavior in favor of shopping at Lane Bryant and …show more content…

Because of this plus-size consumers purchase less “plus-sized” clothes with the idea that they will be returning to their normal size soon. Plus-size consumers who feel this way would be more motivated to purchase clothes that fit them if there were no negative or adverse perceptions and attitudes toward “plus-size” clothes. Furthermore if plus-size consumers were more acceptant and confident about their current body size and body image it would lead to a potential increase in sales. II. Discuss the real-world changes that appear to be occurring with respect to media images of women. What are the reasons for this? With the plus-size clothing industry at a critical turning point, where it has grown and is continuing to grow it leaves room for Lane Bryant and other plus-size retailers to expand. A market research report conducted by IBISWorld returned the following results. According to IBISWorld analyst, Nikoleta Panteva, the plus-sized fashion industry segment is bucking the trend. Retailers in this industry specialize in plus-size women’s clothing, which is clothing proportioned specifically for larger women, including plus-size dresses, plus-size pants, plus-size tops and plus-size outerwear. “The

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