A Marketing Analysis of the Mail Order Industry

Paper Summary:

This paper studies the mail order industry and analyzes several key players in it. It discusses the key trends which have influenced the mail order industry and the future expected trends. It studies the structure of the mail order industry today. It specifically discusses Land's End and its major competitors. It concludes with recommendations for the future on how to make Land's End more successful.

From the Paper:

"The 1950s to the 1980s were an age of materialism. The 1980s began a new order of social thinking. People began to be more concerned about the quality of life and the quality of their home lives. The term "quality time" became a buzzword. The invention of the Internet had its beginning in 1982 [PBS.org, 1997]. Slowly over the next 10 years it grew in popularity. Today, the Internet is an integral part of our society. It is this shift in thinking that is responsible for the success that mail order and e-commerce have had in the recent decade.
"According to statistics from the Direct Marketing Association released June 4, 2001, catalog sales continue to increase at a rate more than twice that of overall retail growth. Catalog sales for 2001 were expected to reach 120 billion US dollars. That is an 8.9 percent increase over 2000 sales. By comparison, overall retail sales were only expected to grow 3.1 percent [DMA, 2001]."

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