The only problem with Lands’ End’s history info is that you have to dig a little to find it. The “about Lands’ End” link takes you to a series of descriptions, all very business-oriented. One of the bunch is the company’s history, and it’s only there, where things get a little more warm and fuzzy. But by in large, Lands’ End handles this well, revealing all the information it can about itself to those curious enough to click around.
Some other catalogers whose Web sites I looked over take appropriate measures considering their backgrounds. Take Boston Proper, for instance. Certainly, it’s a solid business these days, as it has been for a number of years now. But back in the early 1990s, the company filed for Chapter 7 and went out of business for a time. Then a new management team bought the customer file and reinvented and jump-started the company.
The women’s apparel cataloger handles its company profile pretty appropriately (www.bostonproper.com/custserv/aboutusmain.jsp?cid=45). After all, having at one time been out of business isn’t exactly something you want to boast about even if it did take place during President Bush I. “Boston Proper is a multi-channel specialty retailer of distinctive women’s apparel, designed for today’s independent, confident
and active woman. The product assortment includes casual sportswear and dresses, activewear, travel separates, swimwear and outerwear along with coordinating accessories and footwear that meet the head-to-toe fashion needs of our customers.”
There’s obviously not a whole lot of personality or warm and fuzzies to this description, but for this company, I feel this works.
I was pleasantly surprised at the company description of Harriet Carter (www.harrietcarter.com/index.cfm/fuseaction/content.page/nodeID/4451a356-8ba9-4438-8a0c-f736b4bd8503/). Over the years, I’ve found this novelties catalog to be an effective selling tool in print. But I’ve also found it to be somewhat faceless-looking, lacking the kind of personality that competitor Lillian Vernon has.