Chala Jamison

Midterm Essay Exam

BUF 3310

Prof. Roncero Appelstein

March 7,2021

  Lena Himmelstein was the creator of Lane Bryant and the inventor of plus size clothing and maternity wear. Lena started off with nothing. She was an orphan and came to the United States of America by herself at sixteen years old. Lena came to the United States to work to support herself. “She was earning one dollar a week as a seamstress and her skills were advanced, so she earned fifteen dollars per week” (Morris, 2019, November 27 ,Pg 2). Lena continued to work even when she got married. She got her last name, Bryant, from her first husband. She combined Lena and Bryant to create her company, Lane Bryant. Years later, she got remarried to Albert, who became her business partner. 

Her husband Albert focused on the business side of the company and all of the account management, advertisements, and marketing, while Lena was in charge of the design. She first started designing from home and worked on custom bridal garments and lingerie. The customers who were once her brides were returning customers and later needed garments made when they became pregnant. Lena discovered that this was a major aspect that was missing from the world of fashion. Pregnant women could not find any clothing that was comfortable and presentable to wear in the 19th century.  Pregnant women’s clothing was not a thing and it was not popular at all during the 19 century.If pregnant women wanted to wear clothes they would have to hand-make it themselves. For the most part, pregnant women during the 19th century stayed home during the pregnancy and did not feel comfortable going out. Lena Bryant catered to women in need and she was the first designer to recognize women that were pregnant. Lena made it her priority to create garments for pregnant women. She created a maternity garment with an elastic band for the waist and a pleated skirt that immediately attracted attention and demand. Lane Bryant also made maternity corsets so that pregnant women would not only feel comfortable, but also feel beautiful. 

In the early 1900’s, pregnancy was considered a “condition” or “illness” and women were made to feel as though they had to stay home. There were not many products that were advertised for pregnant women, because they were ignored. “The newspapers did not want anything to do with these amazing garments that Lena Bryant had designed because they did not think it was appropriate to advertise items for pregnant or larger-sized women (Morris S, 2019 November 27 ,Pg 1).” Eventually, one of the biggest marketing companies the New York Herald gave Lane Bryant a chance and advertised for the new maternity dress. By the next day, the whole entire stock of dresses was sold out. 

The very next year, Lane Bryant sales had earned over one million dollars. Lane Bryant successfully identified a market and helped create the first ever maternity clothing line. Yet she still didn’t stop there; she noticed that there was another market that needed her help. This second market was for large women. “Large women also had to resort to making their own garments because there were no garments available for larger women to purchase or they had to get their clothing made custom, which was very expensive at that time (Morris S, 2019 November 27, Pg 1).” Lane Bryant and her husband measured 4,500 customers that were plus-size to help give them ideas for designs. “In 1923, Lane Bryant’s plus size clothing became more popular than her maternity clothing, earning three million dollars of sales each year (Morris S, 2019 November 27, Pg 1).” This was a historical event because for the first time, plus size women were able to go to stores and purchase a garment without having to get it tailor made.

          Lane Bryant truly dedicated herself to the needs of plus-sized women and pregnant women, helping to boost their self-esteem and give them a chance to wear clothing that was sold in stores. Her designs helped include more women in society and fashion. Lane Bryant’s clothing is made with great fabric still today .Lane Bryant has a shirt still today called Lena containing hook and eye closure and zipper in back including self tie and loops at the hem . The fabric is 89 percent polyester and 11 percent spandex . The 89 percent of polyester  is great because polyester is a light weight fabric ,durable, wrinkle resistant and it retains shape. The shirt being made of a spandex fabric is soft and comfortable wearing , and stretchy . Many companies use synthetic fabrics. It is a great fabric and it’s not expensive. It is better for plus size women clothing customers the customers can purchase quality products and the price is affordable. Lane Bryant truly cares for the customers .Lane Bryant created a plus-size clothing store chain and there are now 46 states with over 800 stores. 

Lane Bryant has had national success across the United States of America. Lane Bryant’s company is still an influential brand, especially because many brands still do not have plus-size clothing. Many high end brands and luxury designers only provide sizes zero to size 12. They do not go higher than a size 12 and some do not go higher than a size 10 (Levere L, 2012, August 09, Pg 1). Some brands may argue that it is too much work to create a plus size outfit and they may say that it is easier to make clothing for women that are the same size and structure. Many brands have chosen not to include plus-size women’s clothing in their apparel (Bellafante G, 2010 July 28, Pg 2). These brands have decided that plus size women’s clothing is not a priority. These brands are excluding plus size women’s clothing needs. If designers exclude plus size women they are also saying that it is not normal for a woman to be plus size and that women should lose weight if they want to wear designer clothing.

Plus size women are often stigmatized or discriminated against in society and fashion. Clothing brands have the power to uplift women of every shape. Plus size women have historically been excluded from many brands, styles, fashion trends, and couture clothing. Even if plus-sized women have or had the money to buy these items, they were often not made for them. Different brands and styles allow people to express themselves and their identity and this is not always available for plus-sized women. Lane Bryant was the first person to consider plus-women’s identities in fashion.

Lane Bryant offered the first opportunity for plus-size women to be viewed differently in society. While Lane Bryant was a huge success, there is still more progress that needs to be made in the world of maternity clothing and plus size clothing. Clothing choices, personal style, and access to luxury brands can be important to consumers. These options can change the way a woman is viewed by society. Clothing and dress can show status and is a form of self expression. 

References

Bellafante, G. (2010, July 28). Plus-size. Retrieved March 08, 2021, from    https://www.nytimes.com/2010/08/01/magazine/01plussize-t.html

Levere, L. (2012, August 09). Lane bryant. Retrieved March 08, 2021, from https://www.nytimes.com/2012/08/09/business/media/lane-bryant-introduces-new-advertising-and-marketing-campaign.html

Morris, S. (2019, November 27). Walkabout: Lane Bryant and the riches of expectation, Part 1. Retrieved March 08, 2021, from  https://www.brownstoner.com/history/walkabout-lane-bryant-the-riches-of-expectation/