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Lands End: Company Overview

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organisation Name & History
This report will be addressing the metrics established by Lands' End. Lands' End was founded by Gary Comer along with friends Robert Halperin and Richard Sterns. Initially began as a retailer for sailing suppliers in a mail order format; however it now focuses on creating a lifestyle brand with its offering casual apparel, outerwear and swimsuits for adults & kids with a nautical style, maintaining a strong connection to its sailing heritage. After a successful acquisition in 2002, Sears (a chain of American department stores) is now the parent company of Lands' End, along with Kmart. The corporation has also established online partnerships with Debenhams and House of Fraser department stores within the UK.
Type …show more content…

Lands' End aim to obtain customers through creating value using high quality goods is reflected in premium pricing and elements of psychological pricing (e.g. coat price = £199). The organisation targets ABC1 families (more specifically parents), who have an interest in the outdoors. By establishing a large portfolio of products this enables broad (in effect a lifestyle brand) this encouraging existing customers to purchase from each category. The Business to business (828) is also addressed through corporate gifting and with state of the art embroidery.
Competitors
As Lands' Ends moved away from its origins and field, it attained competitors associated to the clothing industry. They consist of similar establishments focusing on lifestyle with a wide and diverse product offering. For instance: American Eagle, LL.Bean, JCPenney and Joules within the UK
Task lb: b-c five pages

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Land' End still maintain a solid customer base with steady monetary movement. Due to the age of the company, decisions do not have to be made as rapidly and more detailed complex plans can be manufactured. At this point it may re-envision itself with an alteration of mission statements and aims. It is very unlikely for Lands' End to do this as quality goods with lasting materials is a core value which attracts the majority of its custom. This would result a major loss of USP. The priority at maturity levels are simple, maintain the past profit levels (Anon., 2016).
Page 4 of 23 Lands' End operates within the market of clothing and retailing, this is the main contributing factor to the organisations ability to acquire and retain customers. In addition to this the clothing industry has become one of the most saturated markets (Antonshak, 2016).
Acquisition and retention rates are important to an organisation as they offer crucial data to assess their customer flow. As a private limited organisation their goals are to generate value and profits consistently within the organisation which can be maximised by assessing and appropriately responding to these
Task 1c:
Metrics which measure acquisition and retention for Lands' End customer Segment
Customer profiling

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