Centner says the company strives to balance the classics with trendier apparel. Rather than introduce an all-new line of products each year, merchandise and design staffs collaborate to pair well-known styles with newly updated colors.
Even staple products are refreshed occasionally. For example, the Lands’ End chino has undergone a mini-evolution since 1993. Until then, it was a simple twill pant: well-constructed, but stiff in feel. Customer feedback sent the merchandise team looking for a softer fabric, which it found and has successfully incorporated into its product line.
Lands’ End’s Strategic Advantage
Centner says the company strives to balance the classics with trendier apparel. Rather than introduce an all-new line of products each year, merchandise and design staffs collaborate to pair well-known styles with newly updated colors.
Even staple products are refreshed occasionally. For example, the Lands’ End chino has undergone a mini-evolution since 1993. Until then, it was a simple twill pant: well-constructed, but stiff in feel. Customer feedback sent the merchandise team looking for a softer fabric, which it found and has successfully incorporated into its product line.