Creating a Local Web Presence

One fly in the ointment was Japan. The cataloger started its international expansion with the Japanese site first and found double-byte characters and an unfamiliar language made for a rough

introduction to overseas cyberspace. Comparatively, the others were easy.

After adding an Internet presence to its existing overseas locations, Lands’ End then used the Web as a springboard to new markets. Because Europe is a hot growth spot for e-commerce, the cataloger wanted to expand its business by creating a local presence with Web sites in two of the continent’s largest markets, France and Italy.