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 (5/21)
|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.||*******|
|Lands' End Canvas||*******|
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Digital, Print Opps: Lands' End losses spur focus on higher ROI ad channels
Subject: digital, mobile, social media, TV, radio, print,
Company: Lands' End, “preppy” clothing and homegoods retailer spun off from Sears Holdings last year.
Opportunity: According to CEO Federica Marchionni, Lands’ End saw declining performance in all its channels in Q2 – online, catalog, and retail shops. She attributed this loss to disappointing customer acceptance of Spring/Summer collections and marketing initiatives. She specified that a number of changes to LE’s catalog resulted in “extensive” savings, half of which were reinvested into digital marketing. “Going forward,” Marchionni said, “our marketing strategy will be designed to increase our brand awareness, drive traffic, attract new customers and increase conversion.”
This means the company will continue to asses marketing investments and reallocate money into strategies that will provide higher returns. Marchionni referred to Q2′s performance as “unacceptable,” but mentioned that the company is working on stronger product offering, marketing proposition, go-to-market strategy and operating platforms for future periods. Already, much of LE’s digital ad presence has gone programmatic.
LE's score on our Vulnerable Account Index has jumped from 20 to 38, placing it close to the top end of “360i (Atlanta) is responsible for digital media buying and planning, search and mobile, according to The List.
New Campaign Launch: Last month, DailyVista told you about Lands’ End fall campaign launch (more here). This campaign was created to strengthen the company’s brand as an iconic American brand and truly speak to its multigenerational consumer ranging from grandparents to grandchildren. Additionally, LE has revamped its website to enhance user experience.
Media Spend: According to Kantar Media, LE spent $13.4 million on measured media in 2014 – up from $5.9 million in 2013. Almost half of this – 42.3% – was allocated to national magazines. The remainder was dedicated to online ads (41.6%), TV (8.8%), newspapers (5.1%) and national radio (2.2%).
Digital Breakdown: Per Moat, LE has run 178 standard display ads on 3,073 publishers so far this year (<1% mobile). Less than half, 40%, of these ads were placed site direct versus programmatically and top ad destinations include peoplestylewatch.com, instyle.com, realsimple.com, parents.com and womenshealthmag.com. For the same period in 2014, 129 creatives were run on 279 publishers. Almost all of these, 93%, were placed site direct with publishers such as instyle.com, bizjournals.com and shopstyle.com.
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).
Remember that LE also sells school uniforms, and keeping moms and back-to-school shoppers happy is a priority. Marchionni herself, who is from Italy, said she discovered the brand when shopping for uniforms for her son. She knows that school-age children tend to abandon the brand when they get to high school and do not return until they become parents themselves – it is this gap the brand is trying to fill.
Competitors: J. Crew, L.L. Bean, Eddie Bauer, Kohl's, Macy's, etc…
One Lands' End Lane
Dodgeville, WI 53595
Chief Executive Officer
Federica.Marchionni@landsend.com (follows company format, but has not been verified at time of publication)
Senior Vice President & Chief Marketing Officer
Ms. Sam Norpel
Vice President, Digital Marketing, E-Commerce & Customer Acquisition