In recognition of the fact that 2/3 of
Americans are either overweight or obese, Sports Illustrated has decided to include more plus size models
in their 2016 swimsuit edition.
Lane Bryant has decided to capitalize
on this opportunity by forming a partnership with the magazine and advertising
in it for the first time ever. (Guaglione, 2016)
But according to Wikipedia, 78% of
Sports Illustrated readers are male. So
what's the plan? Are they trying to get
men to buy clothes for their gals? Is
Sports Illustrated trying to get more women to read the magazine? Or were they both just trying to get me to
write about it in my blog?
Guaglione, S. (2016, February 15) First Lane Bryant Ads Dive Into 'Sports Illustrated
Swimsuit' mediapost.com. http://www.mediapost.com/publications/article/268944/first-lane-bryant-ads-dive-into-sports-illustrate.html?edition=90291
4 comments:
In my opinion, Sports Illustrated made this campaign to keep up with the current situation in the USA. As you stated, 2/3 of Americans are overweight or obese, and it is no longer necessary to show only skinny models on the cover of magazines because they do not show the real situation in the country.
In this way they are showing that beauty really comes in different shapes and sizes, and their campaign will bi noticed for sure by men and women.
Sports Illustrated is trying to appeal to more people. They want to make all types of people feel important and beautiful. Adding plus sized models also is a way to get more media attention for the clothing and magazine. This is because plus size models is still a new idea. They realizes people are different and have different likes. It is a controversial idea and topic and the magazine knew it would create buzz, which it has successfully done. This is a win win for Sports Illustrated and Lane's Bryant
I believe the Lane Bryant decided to advertise in this particular issue of Sports Illustrated because they believe that more women will buy this issue, featuring a plus sized woman, than other issues of the magazine.
There has been a lot of hype over this issue online and on social media. I'm not sure how many issues were sold, but I would bet it was more than an average issue due to all the publicity. I would also venture to say that ore women than average bought this issue - in today's age women are feeling tired of seeing only skinny models and this plus sized model is a breath of fresh air.
Furthermore, this issue is basically showing that plus-sized women are sexy, which is in line with Lane Bryant's brand.
I think that Lane Bryant’s target group is still purely women and they’re just trying to get discussions going by doing this campaign with Sports Illustrated. And looks like they have succeeded in that! On the article that you had posted, were told that Lane Bryant’s campaign will also have strong digital presence, billboards, and television ads. That would also indicate that the ad on the SI was just their way to launch the campaign with a big bang.
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