As a member of the Columbia Advertising Agency (CAA) team, I present my advice to Marisa Ness, account supervisor at CAA on the most effective direct marketing strategies and how these direct marketing tactics can help increase sales and attract the target consumer market for our client Lane Brant. Lane Bryant (LB) is a big name in plus size women's fashion, a specialty retailer, which formerly belongs to The Limited, Inc. Founded in 1963, it had more than 5400 brands such as Express, Lerner New York, Lane Bryant, Victoria's Secret , Abercrombie & Fitch, etc. The limited company acquired Lane Bryant in 1982 and by 1989 expanded to 720 stores and in its first seven years focused on designing plus-size clothing for women (typically sizes 14-28). The shops sold fashion, intimate apparel, hosiery and accessories. In 1992, Lane Bryant management rebuilt the brand's image with remodeled stores and interiors in shades of sage green, off-white, and khaki. (Rep. C. E, Garcia. B.L. Lane Bryant, “Background: The Limited Inc., and Lane Bryant.” Page 362, 363.) The brand has become a fashionable icon for plus-size women. As retail competition increased and sales decreased, Lane Bryant turned to CAA.SWOT Analysis: Successful Store Location Strategy and Comprehensive Customer Database: Effective Computerized System (Names, Address and Purchase History , who their customers are, etc.) are some of Lane Bryant's strengths. (Rep. C. E, Garcia. BL Lane Bryant, page 361.) As mentioned in the case, his “mall strategy” is to analyze “walk-by” traffic in the mall which helps Lane Bryant choose the right location to open its retail stores. (Rep. C. E, Garcia. BL Lane Bryant, Page 362.) These key concepts l...... half of the document ...... must also be developed on the response rate, on the cost per lead generated , revenue generated, total number of orders, total circulation (newsletter), etc. I also suggest testing your campaign plans regularly to check whether the newly implemented strategy works or not, if not make changes to your direct marketing strategies and tactics accordingly. Lane Bryant and the CAA team agree that new direct marketing strategies are needed to achieve greater sales growth, increase and strengthen brand equity, loyalty and customer preferences, but they still need to understand the best marketing strategies and tactics direct that they reach their consumers with the right message/advertising at the right time and a campaign test plan to achieve their objectives; Studying and analyzing market research and database results is essential to the success of the campaign.