After two years of isolation and disconnection surrounding the COVID-19 pandemic, Lane Bryant wanted to host an event to gather its team together again for a celebratory evening where attendees could feel appreciated and valued. Lane Bryant was also excited to introduce employees to a new brand message: "Live Your Incredible." They partnered with experiential and event marketing agency Redstory, who believed a hybrid event was the perfect way to bring everyone together for an engaging, edifying experience.
Lane Bryant was drawn to Redstory's strategic approach to creating immersive events. Using a combination of art and science, Redstory’s team begins their process by listening to clients’ goals and getting to know their stories. They then compile relevant data, apply behavioral science, and integrate spatial design. This proprietary process allows Redstory to help its clients produce unique experiences for maximum impact.
Known for their thorough research, Redstory came to the first meeting with Lane Bryant already understanding the brand. In later interviews, Lane Bryant acknowledged that Redstory's event strategy and proven process were the primary reasons they wanted to move forward with Redstory for their event.
Redstory chose a hybrid event strategy to allow associates who were keeping Lane Bryant stores open to participate in the event. With a hybrid model, employees had virtual access to the event content outlining new company branding and changes. To spark both virtual and in-person attendee connections, Redstory used a branded event app and its associated social media wall, which could be accessed during and after the event.
Every detail of the event production was thoughtfully considered to show employees how valued they were—from the female DJ, to the 360° photo booth. Lane Bryant wanted employees to know how much their work mattered, so Redstory produced a custom Lane Bryant MiCircle experience, where real-life customers shared their stories in a compelling, immersive video encounter. Redstory also suggested that the brand's fashion show models be store associates, as a way not only to embody Lane Bryant's new branding message, "Live Your Incredible," but to prepare associates to help customers begin "living their incredible."
More than 150 of Lane Bryant's top store and market leaders attended the exclusive brand conference in person, and the leadership team cheered wildly for their store associates during the fashion show. "People had a connection," said one team member in an interview. "They're feeling a different purpose as they leave here, in how they're going to connect with clients."
In only four days, the Lane Bryant-branded event app had hundreds of social media posts. Most importantly, the event made employees feel celebrated and valued, which was Lane Bryant's primary goal. "It's been phenomenal. I feel very appreciated," said a store associate in attendance. "I'm truly living my incredible!"
Ready to plan an immersive experience that will have your audience living their incredible? Download Redstory's Hybrid Event Guide to get started.
