Lands’ End !

Group Members Michael Applebaum Richard Chow Jared Collis Vincent Ng Beau Romand Gagan Sehgal

Corporate Vision To provide the customer with highest quality product and service. User friendly, on and off line experience. To create a global brand that crosses all channels through the use of technology. To continue on Lands’ End’s tradition of innovation through foresight.

Strategy and Process for Achieving the Vision Launched marketing blitz to promote its website –Setup affiliate programs –Online advertising Created an e-commerce website –My Virtual Model –real-time access to personal, 24/7 assistance. i.e. Personal chat rooms –Shop With a Friend feature. –Sizing charts

Current Issues People are reluctant to buy clothes online because sizing is impossible to guarantee without trying it on Although a valuable potential technology, the virtual model is causing more problems than it is solving

Causes They may have prioritized the strategy of first mover advantage over perfecting their new technology before releasing it They fear that if they wait, someone else would beat them to the punch

The Problem The front and the back end, namely personnel, were not connected. Designers may not have been thinking about the end users in terms of the technology’s functionality. –Limited number of clothing styles –Sizing problem

What can be done? Provide employee development programs –Designers can get better understanding of how customers interact with the technology and adapt accordingly –Breaking down the corporate silos Better customize the virtual models features –Fix the sizing problem –Allow 360° rotating view –More clothing selection for better customer experience.

What can be done? (cont’d) Offer of incentive –Discount off 1 st purchase –Free seasonal promotional item –Free one time delivery Design and build virtual fashion consultant –Automatically suggest complementary styles and products –Helping to cross-sell and up-sell the items chosen by customer

What can be done? (cont’d) Digital voice message feature –Instead of sending text-based –Possibly with person in the corner of the screen actually speaking –Implemented as a feature of the virtual fashion consultant

Questions?