Lands' End Cases

On a social level, the 1980s saw increased numbers of women working outside the home with the result that the time available for shopping has diminished. Women historically do most of the shopping for clothing as well as items for the home, and their increased presence in the workplace means that they have less time to spend the money that they are earning. This also stimulates demand for mail order businesses.

Technology also saw considerable change during the 1980s, with computers recognizing significant advances. Because of this, companies are able to automate their operations and use fewer human employees to perform tasks such as order fulfillment and customer tracking; this means that companies can realize increased profitability on their revenues. Technological innovation also means that companies such as Lands' End can have their headquarters in one location and their production facilities or warehouses in other areas where labor costs are lower.

2. Demand at this point in the mail order industry has leveled off from the strong growth that it exhibited during the early 1980s. As the population continues to age, this demand is lik

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. Customers are loyal to Lands' End products, but the challenge will be how to bring other customers to Lands' End. At this point, the casual apparel mail order companies will be taking customers from each other as the total number of mail order customers declines as a whole. This means that Lands' End will have to find ways to pull customers away from its major competitors, or bring in new customers who may not be familiar with the company. 5. Although Eddie Bauer has seen some success with traditional retail stores, and while stores can certainly help boost customer recall, Lands' End is probably correct in assuming that traditional retailing is a very different business from mail order, and the company should not enter the retail business. However, Lands' End can increase its market awareness by using television advertising, and it should definitely invest in Webbased marketing, which is a natural extension for catalog companies (but which was only in its infancy at the time of the case). By increasing the reach of its advertising, Lands' End can introduce new customers to Lands' End who are interested in this type of product, but who may not be familiar with the company because they do not read the magazines in which La
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Some common words found in the essay are:
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Approximate Word count = 2057
Approximate Pages = 8 (250 words per page)