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Lands End Sustainability

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| Lands’ End | Mass Customization | | |

Introduction
Lands’ End custom tailoring is an optional extra or choice provided to customers ordering predetermined apparel items over the internet or telephonically. Custom Tailoring is a tool designed to capture new customers and provide an additional option to existing customers. Lands’ End has maintained their focus on a traditional line of clothing, chinos, jeans and rugby shirts. Lands’ End sells products through a catalogue mailed to customers. The catalogue is the primary source of marketing. Established in 1963 Lands’ End initially sold sailing equipment but quickly branched off into clothing and home furnishings.
Lands’ End sells casual apparel for women, men and children. The clothing line has remained traditional. Every American owns a pair of khakis and a pair of jeans. Styles have changed and Lands’ End has kept pace with those changes never straying too far from the traditional necessities that make up a basic wardrobe.
Lands’ End built their company on a commitment to traditional quality products and customer value. In the early 80”s Lands’ End established a new standard for service. Orders were placed telephonically by customers. Lands’ End promised to answer customer calls within 1.5 rings. A customer with an order was promised a quick and easy transaction. Lands’ End commitment to service added to customer loyalty.
Ecommerce
Lands’ End recognized early the economics of the internet. Sales at Lands’ End were dependent on the regular publication and mailing if their catalogue. The creation, printing and mailing of the catalogue accounted for 40% of operating costs. The initial thought was to replace the catalogue with a website. It was believed that sales through the web would generate a higher profit.
Sales through the web generated an increase in customers, sales and

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