I read the case analysis titled, “RIDING THE PLUS SIZE WAVE”. There are a few critical issues and key facts being presented here in this case analysis. This case exposes how companies such as Lane Bryant opened the door to putting more focus on full figured female consumers. Lane Bryant is a fashion establishment that caters to and sells stunning fashionable attire and accessories to plus size women. The company put in a lot of work to change the position that the market had on plus sized apparel. Those marketers had the assumption that plus sized apparel was less attractive and would not sell to well-to-do female clientele. That was within good reason due to the cliché that the media and entertainment industry had constructed what they
