Lane Bryant goes omnichannel for cancer research

Lane Bryant is teaming up with the American Cancer Society on an omnichannel campaign to raise money for breast cancer research.

Since 2012, Lane Bryant customers and associates have contributed $1.4 million dollars to the American Cancer Society's Making Strides Against Breast Cancer campaign. The brand says it aims to increase the 2015 contribution by 21% for a total contribution of $2 million dollars in 4 years.

Lane Bryant plans to launch a "pay it forward" app on its Facebook page to encourage fans to contribute to the cause, as well as a game that aims to educate players on the disease in a fun and rewarding way while earning donations. Customers and associates will also be encouraged to contribute to the cause by participating in Making Strides Against Breast Cancer Walks nationwide.

Additionally, customers will be able to "shop fashion that gives back" by purchasing items from a breast cancer-dedicated collection of Livi Active, accessories, and Cacique apparel and intimates, with 10% of the purchase price being contributed to the American Cancer Society, up to $175,000. Customers who shop in store will also have the option to round up their purchase to contribute to the American Cancer Society – those who round up to a flat $10 contribution will receive a free limited-edition #ImNoAngel/Combat Cancer tote, while supplies last.

Lane Bryant will also host makeover events in 11 stores across the country on Oct. 4 (events in Boston and Charlotte, NC will occur on October 3rd), where Breast Cancer survivors will receive makeovers including hair, makeup, and head-to-toe Lane Bryant outfitting. Each survivor will have her moment in the spotlight as her new look is revealed during the in-store event, where Lane Bryant customers who attend will have the chance to win cause-dedicated products.

Customers can visit Lane Bryant's digital campaign headquarters at www.lanebryant.com/CombatCancer.