Land’s End Strategy Overview
Broad Differentiation Strategy
Targeting:
* A broad range of buyers * Value conscious consumers * Products and services stand apart in consumers’ minds * Buyers loyal to the brand
Strategic Inputs: * Continuous product improvement and innovation * Excellent customer service * Gain buyer loyalty to its brand
Land’s End is a global direct merchant of nice, well made, and durable clothing for men, women, and children. They also sell soft luggage and products for the house. It essentially offers a diverse amount of products. All of Land’s End labeled or branded products are developed with the understanding that they will balance high quality with great value and always been guaranteed to its customers.
Land’s End plans to improve and expand several product lines that it believes are currently under-represented in its product mix. It intends to expands these categories of its business by developing a larger and more diverse selection of footwear, handbags, small leather goods and fashion accessories so that these product lines represent a larger percentage of its total consumer business.
Land’s End believes that a principal factor in its success to date has been the development of its list of existing and prospective households, many of whom were identified by their responses to its advertising. Land’s End routinely updates and refines its customer list prior to individual catalog and email mailings and monitor customer interest in its offerings as reflected by criteria such as the timing and frequency of purchases and the dollar amount of and types of products purchased. It believes its customer list has desirable demographic characteristics for current performance and future growth and is well-suited to the range of products offered by it. It also believes its customer base consists primarily of affluent,