Shopping for a winter coat or cashmere sweater for the holidays? Would you like that monogrammed? How about getting Peppermint Crunch chocolate wafers, a Panasonic 42" Plasma Television, a China Pearl Necklace, a NordicTrack Audio Strider or a Cool Blue Dog Squall for that special person or pet in your life?
If you wish to buy any of the above then check out your most recent Lands' End catalog or go to www.landsend.com/gifts. There, you'll find a lot of items that you probably wouldn't associate with the retailer that has made its brand name selling preppy clothing and home furnishings.
David McCreight, president of Lands' End, recently told the Wisconsin State Journal that the retailer is looking to create "a one-stop shopping experience" for its customers.
Mr. McCreight is a believer in Lands' End strategy to branch out beyond its core business. Others see the move as necessary while others seen it as brand suicide.
Count George Rosenbaum, chairman of Leo J. Shapiro & Associates, as one of those who see Lands' End new direction going in the wrong direction.
"I think it probably reflects some rather incompetent meddling on the part of Sears," he said. "To attempt to extend the Lands' End brand name to toys and plasma TV, I think, is very risky, in terms of degrading its value as an apparel brand."
Howard Davidowitz believes that selling Crafstman tools, an iBeanbag chair wired for iPods, and cashmere water bottle covers is necessary for Lands' End to remain relevant in the consumer marketplace.
"Lands' End is a great brand, but nothing is forever. Any brand has to continually move to the next level," Mr. Davidowitz said.
Mr. McCreight said Lands' End's new direction a result of "talking to customers, trying to surprise and delight them." He added, "We're trying to bring the customer even closer to the company."
Lands' End is looking to create that closeness by being more accessible to consumers. The company is moving beyond its catalogs, web site, company and outlet stores to branded departments within select Sears' locations as well as placing kiosks in stores.
It is also looking to personalize the shopper experience by expanding monogramming. Lands' End has moved beyond simple initials embroidered on a shirt or other garment by, as an example, placing children's artwork on tote bags.
"If you listen to your customers and have your customers' best interests at heart, you're bound to be successful," said Mr. McCreight. "I plan to not only maintain that focus but further it."
Listening to its customers is what led to Lands' End developing its newest line of clothing -- women's intimate apparel. "Customers were saying, 'you fit me so well in (swimsuits), would you help me in intimate (apparel)?'," he said.
Discussion Question: What is your assessment of Lands' End current marketing strategy?