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.
|Main Telephone||(608) 935-9341|
|Main Fax||(608) 935-1260|
Lands' End, Inc. ContactsContacts (5/14)
|Joseph B.||Chief Merchandising Officer||WI|
Sample of Associated Brands
|Becky G.||Chief Marketing Officer & Executive Vice President||WI|
|James G.||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 Business Outfitters||*|
|Canvas by Lands' End||*|
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Score 96 - Review Imminent Update: Lands' End CEO steps down after less than two years
Subject: digital, mobile, social media, TV, radio, print,
Company: Lands’ End, “preppy” clothing and homegoods retailer spun off from Sears Holdings last year.
Update (9/27): Well, the hits just keep on coming for Lands End. After less than two years on the job, CEO Federica Marchionni has stepped down. Marchionni was brought in from Dolce & Gabbana (D&G) to lead the struggling brand's revitalization. But struggles have yet to subside and Marchionni and the board agreed "it is time for others to bring LE into the future." Her departure comes just after the promotion of a new CMO.
LE is currently considering internal and external candidates to fill the position, but until a permanent replacement is found, Joseph Boitano and James Gooch will share the role of interim CEO. Boitano (sadly, not what Brian Boitano would do?) currently serves as LE's chief merchandising and design officer and EVP and Gooch is COO/CFO and EVP.
Read more about LE's new CMO's marketing plans below.
2016's strategic marketing plan, she specified, was aimed at building awareness through print and digital campaigns presented across all channels in catalogs, advertising, social media, PR, retail and online.
Looking forward, LE will continue to invest in branding initiatives, with catalog, online and digital strategies remaining the brand's "key focus." Additionally, the brand recently announced Emma Roberts as the new face of the here, please do yourself a favor and read the description of the campaign). The Canvas by Lands' End has debuted online and the ad campaign will run through September and October across print, digital and social platforms.
These pronouncements were reiterated in last week's Q2 earnings call by CEO Federica Marchionni. She said that not only would LE continue to enhance its product offerings, but that refining marketing initiatives were also a top priority for the company. The Canvas line, as well as LE Sport and Lighthouse brands have all recently launched additional segments, which are designed to expand brand awareness for the overall LE brand and broaden the company's customer base.
LE also recently launched a pop-up customer campaign, which placed customer stories "front and center" in all communications, and is working closely with social media influencers to increase LE's visibility. Social initiatives also include a customer four-week social program that will foster a direct relationship with social media influencers to "develop unique content and generate new followers."
Ahead of holiday 2016, LE is debuting a new mobile app, as well as an improved online shopping experience via its e-Commerce site.
LE has struggled for the last few years and seems to be open to creative and innovative ways to appeal to both long-term and new customers. Therefore, be sure you are connecting with the right people to secure last minute dollars and business for the holidays and 2017.
Lands’ End handles traditional marketing in-house, while Dentsu Aegis’s 360i, Atlanta is responsible for digital media buying and planning, search and mobile, according to The List. Agency readers, be sure you are getting pitches together and engaging Gebhardt and her team now. Even though promotions do not usually signal immediate roster changes, LE has struggled to reach new and existing customers as of late.
New CMO Hire (Originally published on 6/21): Filled the CMO vacancy left when Steven Rado exited the company in May. Even though the company stated it would look for an external replacement, LE promoted Becky Gebhardt to the CMO position. Gebhardt has been with LE since 1991, most recently serving as its chief creative officer. In addition to promoting Gebhardt, LE promoted Mike Holahan to SVP of multi-channel marketing. These promotions come just after Mike Zhang joined LE as VP of digital marketing and innovation in April (more below).
In her new role, Gebhardt will lead all creative and marketing for LE, which includes brand advertising, catalog, e-Commerce and digital brand marketing, social media and retail marketing. CEO Federica Marchionni said the role is "crucial" to the company's success and added: "We continue to connect with our long-term, loyal customers, and introduce the brand to new customers in innovative and meaningful ways." According to a statement, Gebhardt will focus on "elevating and expanding" the customer experience through editorial content, brand voice, photography and 360-degree marketing campaigns.
For his part, Holahan will oversee LE's catalog marketing efforts, business analytics and consumer insights, as well as promotional cadence and marketing strategy.
Media Spend: According to Kantar Media, LE spent $3.4 million on measured media in 2015. Most of this was actually allocated to search ads ($2.9 million).
Digital Breakdown: Per Pathmatics, LE has spent $366,800 on 329 desktop ads so far this year (61 million impressions). Just over half (54%) of these desktop ads have been placed site direct on publishers such as vogue.com and instyle.com. The remainder of the ads were placed through Google AdX + AdSense (40%) on publishers such as reddit.com and woot.com. See chart for desktop impression breakdown for 2016.
Mobile spend in 2016 is $38,100 (93 ads; 8.5 impressions) and video is only $1,000 (one ad; 31,000 impressions).
For the same period 2015, LE spent $928,000 on 164 desktop ads (127.6 million impressions), $283,300 on 120 mobile ads (54.3 million impressions) and no video ads were run. Sellers should note that most of 2015's digital ads (across desktop. mobile and video) were run in Q4 (holiday season).
CMO Departure (originally published on 5/23): Effective immediately, Lands End’s CMO Steven Rado has left the company. Rado had been with Lands’ End for two years and, according to a statement from the company, Lands’ End will look for an external replacement. While at LE, Rado lead “all aspects of marketing for the brand, including strategic development, direction and implementation of marketing activities.” Therefore, there could be huge changes ahead once a new marketing head is named.
Lands’ End handles traditional marketing in-house, while Dentsu Aegis’s 360i, Atlanta is responsible for digital media buying and planning, search and mobile, according to The List. Agency readers should be getting pitches together, though, as disappointing sales and marketing likely led to Rado’s departure. While most new CMOs come in and put their own spin on marketing, whoever joins Lands’ End in the top marketing role is even more likely to clean house given recent struggles.
Product Launch (originally published on 6/15): Lands End has decided to wade into the increasingly-cluttered athleisure wear space by launching Lands' End Sport. The line features three collections: Surf, Performance and Activewear for men and women. CEO Federica Marchionni said that she shares founder Gary Comers passion for staying active and also believes in mens sana in corpore sano (which means "healthy, mind, healthy body"). I think she also believes in turning a profit and athleisure is a
Sellers and agency readers - LE really needs a win here, so look for opportunity to help the brand get the word out about its new offerings. The new launch comes just after the departure of CMO Steve Rado last month (more below).
The company is currently searching for Rado's replacement, but note that Mike Zhang joined LE in April as VP of digital marketing and innovation. In this role, Zhang will lead LE's digital brand transformation across all digital channels. Zhang previously served as CMO of Kurbo Health (more here). His appointment, plus the new category debut, raises LE's VAI score to 81, placing it at No. 25.
One Lands’ End Lane
Dodgeville, WI 53595
Chief Marketing Officer
Senior Vice President, Multi-Channel Marketing
Vice President, Digital Marketing & Innovation (since April 2016)