Lane Bryant teams up with Zimmerman Advertising

Plus-size women’s clothing retailer Lane Bryant has retained Zimmerman Advertising. The agency wouldn’t comment on what the assignment will entail.

By “strengthening its identity as ‘the source’ for both up-to-the-minute and classic fashions that meet the needs of fit, different body types and the demand for quality plus-size fashion, Lane Bryant can expand its leading position in” the plus-size category, said Michael Goldberg, executive VP and CMO at Zimmerman Advertising, in a statement.

The agency will be putting its creative talent and ability to track the results of its efforts to work for Lane Bryant, according to Zimmerman founder Jordan Zimmerman, in a statement.

Zimmerman Advertising is an Omnicom Group company.

In August, Lane Bryant’s parent company Charming Shoppe Inc. entered into a definitive agreement to sell its non-core catalogs to Orchard Brands as part of a strategy to focus on Lane Bryant, Catherines and Fashion Bug and leverage its position in the women’s specialty plus apparel category.