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 (5/17)
|Joseph B.||Interim Co-Chief Executive Officer, Executive Vice President & Chief Merchandising Officer||WI|
Sample of Associated Brands
|Becky G.||Chief Marketing Officer & Executive Vice President||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.||******|
|Canvas by Lands' End||*|
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Score 96: Review Imminent - Lands' End promotes CMO, multi-channel marketing exec
Subject: digital, mobile, social media, TV, radio, print,
Company: Winmo), “preppy” clothing and homegoods retailer spun off from Sears Holdings last year.
Update (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.
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. Therefore, a huge overhaul of strategy and partners could be in the works.
Read more about LE's new athleisure line offering and marketing plans below.
Update (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 popular and fast-growing segment, but I'm sure active living is important, too.
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.
Read more about LE's marketing plans below.
Below was originally published on 5/23:
Opportunity: 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.
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: So far in 2016, LE has run 182 display and 41 high impact ads on 1,404 publishers (<1% mobile; 39% site direct). Top ad destinations this year include: 6pm.com, wired.com, cntraveler.copm and glamour.com, according to Moat.
For 2015, LE ran 336 display ads on 3,855 publishers (<1% mobile). Top ad destinations included instyle.com, mylifetime.com, realsimple.com, parents.com and peoplestylewatch.com (53% placed site direct versus programmatic). LE also ran 97 high impact and three video ads last year. This is a significant increase from 2014, when 177 display, 62 high impact and no video ads on 1,597 publishers (12% mobile; 89% site direct).
One Lands’ End Lane
Dodgeville, WI 53595
Chief Marketing Officer
Senior Vice President, Multi-Channel Marketing
Vice President, Digital Marketing & Innovation (since April 2016)