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MANAGING THE DIGITAL ENTERPRISE

MICHAEL RAPPA

CASE STUDY: LANDS' END

About Lands' End

Lands' End is a global direct merchant of classically inspired clothing for men, women and children, soft luggage, and products for the home, sold through regular catalog mailings and the Web. Lands' End was an "early adopter" of the Internet, launching its Web site in 1995. Initially, the site featured 100 products as well as stories, essays and travelogues. Today, the U.S. site offers every Lands' End product, including an extensive Overstocks section, where excess merchandise can be purchased at discounts of up to 75%. In addition, Web sites have been launched in the United Kingdom, Japan, Germany, France, Ireland and Italy. A separate Business Outfitters Web site offers company incentives, rewards, gifts and group apparel. Today, landsend.com is the world's largest (in business volume) apparel Web site. It has also been a leader in developing new ways to enhance the shopping experience and to foster one-on-one relationships with its customers. In June 2002, Lands' End was acquired by Sears, Roebuck and Co. [Source: Land's End]

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© 2007 Michael Rappa
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