- Work
- Lands’ End
Priming a legendary American brand for next-gen growth
Lands' End
How do you remind the world of what made you great?
Lands’ End was once a household name, synonymous with casual pieces that went the distance. But after spinning off from Sears, the brand went out of sight and mind for millions of Americans.
The business shifted to a promotional approach. Always-on markdowns and a bottom-funnel focus diluted the brand. Customers who stayed loyal did so for the heavy promotions, not out of true brand affinity.
In short: everyone lost sight of what made Lands’ End special.
We partnered with newly appointed leadership to reset the brand and business fundamentals: why they exist, where they focus, and how they define and connect with their customer.
“Redscout has been an invaluable partner in guiding the reinvention of Lands’ End. They are brand thinkers but also business partners and true operators able to make the change happen with us.”
ANDREW MCLEAN
Chief Executive Officer
“Threading the needle between truly innovative thinking and real, actionable insights is a tough ask of an agency partner. It’s also a Redscout specialty. The team was given the challenge of finding a clear path to reinventing a 60 year old brand while staying true to its heritage and the work to emerge is some of the most impactful I’ve experienced. I’m grateful for this partnership in so many ways.”
MATT TRAINOR
Senior Vice President, Brand Creative
Ready for life's every journey: A new narrative to spotlight the solutions that make Lands’ End special.
We anchored the brand in its core strengths—swimwear and outerwear—with a new positioning that gave it lots of runway: Ready for Life’s Every Journey. This inspired, fresh storytelling, product innovation, and a sharper long-range vision. Together, we defined a three-year corporate strategy and a plan to hit the ground running.
We shifted the audience focus from demographics to psychographics—helping them see them differently—through the lens of their needs, tastes, and behaviors. And for the first time in over a decade, the brand stepped confidently into brand marketing to reenergize its place in the market.
impact
Driving new attention—and demand.
Lands’ End is already seeing impressive growth across brand and business metrics:
Strongest stock gains in fashion, YoY:
132% increase from Nov ‘23 to Nov ‘24, outpacing the category.
Improved profitability:
Double-digit margin expansion, signaling higher demand at full price, and a 20% increase in EBITDA for FY24.
Customer growth:
Q3 ‘24 acquisitions are up 20%. New customer are ~11 years younger than the existing base.
More eyes, more engagement:
150% earned media growth, 40% lift in social followers, and lifts in organic traffic.
Animation
Alex Trimpe
Video Editors
Sam Miller, Christian Miller
Copywriting
Kate Silzer
