Lands' End: An American Company Gone Global

Paper Summary:

This paper is an analysis of the international operations at Lands' End. It gives a detailed description of the company and it's history as well as the process of their global expansion. It also details the company's product distribution methods in foreign markets and pricing strategy. It lays out their store formats and locations and discusses all of the successful promotion strategies used in order to market internationally. Finally, it includes some future projections including e-commerce and marketing through the internet.

From the Paper:

"Lands' End, Inc. is a direct merchant of traditionally styled casual clothing for men, women, children, accessories, shoes, soft luggage, and home products [www.landsend.com, Investor Relations Home Profile, 2002]. The company offers its products through multiple selling channels. It sells through a series of general and specialty catalogs, mailed directly to its customers. It sells through the Internet, its international businesses and outlet stores. The company has three operating segments, consisting of core, specialty, and international. [Yahoo.com, 2002] Lands? End was one of the first major retailers on the Internet. Its website www. Landsend.com was launched in 1995, and now accounts for approximately 10% of its yearly sales. [Yahoo.com, 2002]"

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