Lane Bryant, owned by Charming Shoppes Inc., has more than 800 retail locations nationwide. The company spent three years analyzing the shapes of 14,000 women to develop a proprietary sizing system that puts women into three categories – straight or slightly curvy, moderate curves, and curvy – based on their hips-to-waist ratio.

This sizing system allowed Lane Bryant’s consumers to find jeans that were made specifically for their body types instead of simply a larger jean based on a smaller body type. The new system was called Right Fit and launched nationally in August 2007 with the help of Empower MediaMarketing and Lane Bryant’s partnering agencies.

Using a launch mentality, Empower, along with other Lane Bryant agency partners, developed an integrated media plan that focused on spreading the Right Fit message to Lane Bryant’s core consumer. In addition to strong PR initiatives, the campaign consisted of national print, a Right Fit microsite – RightFit.com, blog initiatives, game sponsorship on the free gaming site Pogo.com – where Right Fit commercials also aired, and a partnership with eMusic.com, offering free downloads for trying on a pair of Right Fit jeans. In-store initiatives such as an iPod giveaway were also part of the campaign.