Lane Bryant: the flagship

Project Overview
Lane Bryant, the flagship brand under Ascena Retail Group, partnered with Sapient to redesign its e-commerce platform during 2014–2015. As part of a portfolio-wide initiative across four brands, this project was focused on modernizing the digital shopping experience, aligning with a bold rebrand, and elevating the way plus-size customers engage with the brand. The result was a connected commerce experience that seamlessly extended across web, mobile, in-store, kiosks, and social channels.

Key Challenges

  • Aligning e-commerce redesign with a NYC-led rebrand (new logo, fonts, colors)

  • Designing for Cacique’s expansive size range (32AA–42H)

  • Balancing Lane Bryant’s flagship distinctiveness with shared systems across brands

  • Creating consistency across digital, social, and in-store experiences

Make shopping easy

The Heart of the Experience

At the core of this work was a belief: that plus-size women deserve to feel elegant, empowered, and celebrated. Beyond boosting sales, our mission was to elevate the entire shopping journey. Every detail—from intuitive navigation to immersive imagery—was designed to make shopping effortless and inspiring. We created a digital flagship where women could see themselves in the clothes, feel confident in their fit, and embrace their style with pride.

Our Approach

  • Led a Boston-based design team (UX, design, content strategy, copywriting)

  • Collaborated with sister teams in NYC for rebrand alignment

  • Built scalable, reusable design systems for multi-brand use

  • Designed with a connected commerce strategy spanning web, kiosk, social, and in-store

  • Partnered closely with developers on Demandware (now Salesforce Commerce Cloud)

Personalized Intimates

E-commerce thrives when shopping feels effortless. For Lane Bryant, this meant:

  • Introducing sticky navigation and intuitive filtering tools

  • Optimizing for mobile and desktop experiences

  • Enhancing cross-selling and personalized product discovery

  • Keeping accessibility and usability at the forefront

Lane Bryant’s Cacique intimates brand serves a wide range of body types and sizes. We:

  • Streamlined filtering and add-to-cart flows

  • Created modular design patterns reused across touchpoints (web, kiosks, mobile)

  • Introduced fit education through videos and in-store displays

This project proved the power of collaboration across teams and cities. By combining scalable systems, inclusive design, and a reimagined e-commerce journey, we elevated Lane Bryant into a modern, connected fashion brand. More importantly, we helped create a shopping experience that not only drove results but also enhanced women’s lives by making them feel confident, stylish, and seen.

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