Lands’ End – Britain’s best kept secret
Post by Blandine Escoffier, OgilvyOne
Lands’ End started from small beginnings in Chicago – selling yachting equipment, duffle bags and jumpers, and have now grown into a multi-channel mail order company that today delivers their own-brand range of clothing, footwear and outerwear.
Since 1993, Lands’ End have served the UK from Rutland, the European head office, and comprises a state-of-the-art distribution centre, call centre and outlet store. More than that, it’s home to the 400+ hard-working people who are dedicated to making sure that customers’ experience is first class.
Their current marketing challenges are:
- Low brand awareness
- Increase brand perception
- Appeal to a slightly younger age group (55+)
The objective of the session was to generate ideas as to how we can help Land’s End to achieve this.
- Take advantage of the link with artist Richard Long. For example, sponsor walks in and around Cornwall to promote a healthy and active life, and thus linking the activity to the Lands’ End range of comfortable, high quality clothing
- Associations with children’s charities. For example, team up with a local childrens’ charity to re-reinforce community spirit, and hopefully get the brand in the minds of a younger market
- Include competitions to generate dialogue amongst customers. There is an already existing competition section on the homepage, but carry this through to the Facebook page as well
- Include blogs or testimonials on the homepage to make it feel warmer and more community based
- Visit eHow.com to find out what the target market is talking about, and what they are interested in. Could give some very intersting and useful insight on what slant to take with marketing activities
To find out more, visit http://www.landsend.co.uk/