Lands' End, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Lands' End, Inc., headquartered in Dodgeville, WI, is a direct merchant of casual clothing, soft luggage, and home products. The majority of Lands' End's business is conducted through mail order catalogues and online, but the company also operates a number of retail stores in the United States, the United Kingdom, Japan, and Germany. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **
|Main Telephone||(608) 935-9341|
|Main Fax||(608) 935-1260|
Lands' End, Inc. ContactsContacts (5/18)
|Joseph B.||Interim Co-Chief Executive Officer, Executive Vice President & Chief Merchandising Officer||WI|
Sample of Associated Brands
|Becky G.||Executive Vice President & Chief Marketing Officer||WI|
|James G.||Interim Co-Chief Executive Officer, Executive Vice President, Chief Operating Officer & Chief Financial Officer||WI|
|Catherine S.||Senior Vice President, General Counsel & Corporate Secretary||WI|
|Michael H.||Senior Vice President, Multi-Channel Marketing||WI|
|Lands' End, Inc.||*******|
|Canvas by Lands' End||*******|
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Lands' End allocating ‘majority' of 2016 spend to catalog, digital
Subject: digital, mobile, social media, TV, radio, print,
Company: Winmo), “preppy” clothing and homegoods retailer spun off from Sears Holdings
Opportunity: DailyVista told you in December that LE would be focusing more on its direct segment in 2016 (more CEO Federica Marchionni said during the Q4 earnings call that, while marketing spend will be relatively flat to last year, LE will “be more efficient in overall spend.” This means that the “majority” of the company’s marketing spend will be allocated to its catalog and digital marketing, where LE sees the highest ROI. Digital is clearly top-of-mind, so female-focused digital sellers should be reaching out for revenue.
Additionally, LE will invest in branding initiatives designed “to communicate the enhancement” it is making in product marketing. This will also serve to elevate the LE image while “not stepping away from our core DNA.” She elaborated that catalog circulation will decline in Q1 and “build sequentially” YOY in the remaining quarters. As asserted in the Q3 call, LE will continue to focus on its active customer base and recognizes that it will take time to build back relapsed customers.
Lands' End handles traditional marketing in-house, while Dentsu Aegis's Vulnerable Account Index, placing it in “future Possibility” status.
Media Spend: According to Kantar Media, LE spent $2.7 million on measured media through Q3 2015 (on track with 2014 spend). Almost all of this was allocated to search ads. Note that LE has not run national TV since 2013, per iSpot.
Digital Breakdown: For 2015, LE ran 336 display ads on 3,855 publishers (<1% mobile). Top ad destinations included instyle.com, mylifetime.com, realsimple.com, parents.com and peoplestylewatch.com (53% placed site direct versus programmatic). LE also ran 97 high impact and three video ads last year. This is a significant increase from 2014, when 177 display, 62 high impact and no video ads on 1,597 publishers (12% mobile; 89% site direct).
So far in 2016, LE has run 99 display and 27 high impact ads on 991 publishers (<1% mobile; 32% site direct).
New Product Launch: In Q4, LE was focused on mutli-generational families. In the next few weeks, LE will launch a new collection dedicated to the “new generation” (read: millennials, not their mothers), which it considers an expansion of the existing customer base.
Target Customers: The average Lands End customer has an average HHI of $105,000 and 42% of LE's customers are between 35-54. And while LE is reaching out to new customers, keeping this core base happy is also a concern (“We will never, ever lose an inch of focus on our loyal customer,” Marchionni said).
Competitors: J. Crew, L.L. Bean, Eddie Bauer, Kohl's, Macy's, etc…
One Lands' End Lane
Dodgeville, WI 53595
Senior Vice President & Chief Marketing Officer