Lands’ End SWOT and PESTLE Analysis

Strength

1. 50+ year old company in the US with a wide range of product offerings: Lands' End is a 58-year-old leading uni-channel retailer of casual clothing, accessories, footwear and home products. Operating out of America’s heartland with a vision to make a strong connection with Lands’ End core customers. The company offer products online at www.landsend.com, on third party online marketplaces and through the Company’s operated stores, as well as, third-party retail locations. Lands' End is a classic American lifestyle brand dedicated to providing timeless style for women, men, children, and the home, with a focus on quality, legendary service, and real value. Lands' End was founded in 1963 by Gary Comer and his partners to sell sailboat hardware and equipment by catalog, however, the product focus has shifted significantly over the years. Lands’ End seeks to provide a common customer experience regardless of whether customers are interacting directly with the company websites, third-party marketplaces, at Company Operated stores or other distribution channels. The company has one external reportable segment and identify its operating segments according to how business activities are managed and evaluated. Lands’ End’s operating segments consist of: U.S. eCommerce, Lands’ End Outfitters (“Outfitters”), Europe eCommerce, Japan eCommerce, Third Party, and Retail. Each operating segment share similar economic and other qualitative characteristics, and therefore, the results of the operating segments are aggregated into one external reportable segment.

2. Varied distribution channels with expanding retail presence: Lands’ End identifies five separate distribution channels for revenue reporting purposes: U.S. eCommerce offers products through the Company's eCommerce website utilizing digital marketing and direct mail catalogs. Through eCommerce international websites and third-party affiliates, International primarily sells to consumers in Europe and Japan. Outfitters sells products to end consumers, primarily located in the U.S., through negotiated arrangements to make specific styles or customized products available to employees and members of client organizations, as well as through the Company's eCommerce websites. Third Party sells the same products as U.S. eCommerce but to domestic wholesale customers or direct to consumers through third-party marketplaces and websites. Retail sells products and services through Company Operated stores. In Fiscal 2020, Lands’ End generated revenue of approximately $1.43 billion. With operations in the United States, the United Kingdom, Germany, and Japan, revenue is generated globally. This network reinforces and supports sales across the channels in which we do business. The clothing company has expanded both its retail and digital presence. Lands’ End’s global eCommerce website is growing both domestically and internationally and the brand is now available at 150 Kohl’s stores, expected to reach 300 stores by 2021. The company has also expanded its presence on Amazon with selected assortment of products to attract younger male customers and collaborated with Draper James n stores and online to reach a larger market.

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Weakness

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Opportunity

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Threat

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Political

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Economic

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Social

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Technological

1. Integration of AI and machine learning in apparel businesses: AI and machine learning are being increasingly integrated into businesses to improve efficiency and decision-making. Especially in consumer-based businesses, where understanding consumer decisions and optimizing websites to generated increased sales, this technology comes in handy. Like many other businesses which are now integrating AI and machine learning to make better business decisions, Lands’ End has also partaken in the trend. As part of its Fiscal 2021 initiatives, Lands’ End plans to continue leveraging artificial intelligence to analyze customer behavior and optimize promotions. The company intends to optimize gross profits via product level promotions and improve its sell-through rate of seasonal product sales through the use of AI and machine learning. The goals optimizing internal and external search along with improving price clarity to drive easy experiences are being actively pursued by the company. The company is in the process of implementing new information technology systems as part of a multi-year plan to expand and upgrade its platforms and infrastructure. It intends to build off these core systems to drive future improvements in operations including efficiencies within internal processes and reporting. While the company focuses on customer facing system improvements, it is also pursuing implementation of warehouse management tools designed to improve warehouse efficiencies and cost-effective third-party delivery to its customers.

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Legal

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Environmental

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