Lands’ End has announced a new fall catalog strategy, complementary digital initiatives and an overall brand advertising campaign aimed at the company’s loyal customers, as well as initiatives inviting new, prospective customers to extend the Lands’ End family. Lands’ End is undertaking an exciting elevation of its brand positioning to move forward and continue being a best-in-class retailer. For more than 50 years, Lands’ End has been dedicated to providing customers legendary quality, value and customer service.
Lands’ End will kick off the new strategy with the introduction of different initiatives including new lifestyle campaigns — Quality. Time and A Closer Look at the Land. Both are visually impactful and feature a strong sense of Lands’ End’s heritage and DNA.
Each will be featured online and in catalog format. Overall, the new creative direction presents a stronger point of view that reflects the company’s values with a proud nod to a deep-rooted American heritage.
“This is an exciting time at Lands’ End as we elevate our brand story,” said Federica Marchionni, CEO of Lands’ End. “When I joined Lands’ End I knew I had discovered ‘the best kept secret’ and I want to continue to build upon the brand’s strong heritage and innovative spirit. Lands’ End is a brand that inspires and relates to today’s customers every day, everywhere.”
In addition to a new look and feel for campaign imagery, the company is rolling out new initiatives to best tell the brand story:
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