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Lands’ End SWOT & PESTLE Analysis

ID : 521267453| Jun 2022| 21 pages

COMPANY PROFILE -Lands' End

Business Sector :Retail, Clothing, Home Decor

Operating Geography :United States, North America, Global

About Lands' End :

Lands' End is a clothing and home decor retailer headquartered in Dodgeville, Wisconsin, United States. Casual apparel, luggage, and home goods are among its specialities. The company mail-order and Internet sales account for the majority of its revenue, but it also operates retail stores, mostly in the Upper Midwest, as well as foreign locations in the United Kingdom, Germany, Japan, France, and Austria. In 1963, Lands' End opened its doors in Chicago as a mail-order yachting equipment company. Gary Comer, Richard Stearns, and Robert Halperin, as well as two of Stearns' employees, created the company. Apparel and non-apparel are two of the company's product categories. The Non-apparel category comprises accessories, footwear, and domestic items. The business provides embroidery, monogramming, gift wrapping, shipping, and other services. The company sells sheets, pillowcases, duvet covers, comforters, blankets, throws, mattress pads, towels, carpets & mats, school uniforms, and shower curtains. In 2022 Lands' End expanded its partnership with Draper James to launch sleepwear and home collections for women.

Lands' End's USP lies in its being a prominent uni-channel retailer specialising in high-quality apparel for the family and the house. The mission statement of Lands’ End reads, "A More Comfortable World. We care about our employees, our community and our planet".

Lands' End Revenue :


US$ 1,636.6 million - FY ended 31 January 2022
US$ 1,427.4 million - FY ended 31 January 2021

Competitive Analysis of Lands' End

SWOT
PESTLE
The SWOT analysis for Lands' End is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. 50+ year old company in the US with a wide range of product offerings
2. Varied distribution channels with expanding retail presence
3. Delivered profitable growth by effectively managing SG&A cost structure
4. Lands’ End has attractive loyalty incentives for customers
1. High dependence on third party vendors and sources
2. Company has high debt to equity ratio
3. Several lawsuits against Lands’ End
OpportunitiesThreats
1. Improve digital platforms and become a data-driven business
2. Improve PDP, checkout and overall site speed
3. Further expand e-commerce, online platforms and retail presence
4. Enhance personalization capabilities to establish new B2B partners
1. Clothing Industry is highly competitive
2. Lands' End experiences seasonality in business
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Lands' End

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.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Duluth Trading Company
  • J. Crew
  • L.L. Bean
  • Old Navy
  • Blair
  • Soft Surroundings
  • The Talbots
  • Eddie Bauer

Major Brands :

  • Lands’ End
  • Lands’ End Japan K.K.
SWOT & PESTLE (combined)
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References used in Lands' End SWOT & PESTLE Analysis Report

1. Investors Presentation - https://investors.landsend.com/static-files/e8730d32-53b7-4dde-94c9-d7028948d480
2. Annual Report - https://investors.landsend.com/static-files/37ac06e2-6f67-4a67-a6cf-7f487c96a95f
3. KEY RATIOS - https://investors.landsend.com/financials-filings/key-ratios
4. US Ecommerce Growth Jumps to More than 30%, Accelerating Online Shopping Shift by Nearly 2 Years - https://www.emarketer.com/content/us-ecommerce-growth-jumps-more-than-30-accelerating-online-shopping-shift-by-nearly-2-years
5. Lands' End Launches New Branded Credit Card To Better Serve Customers, Drive Loyalty - https://www.prnewswire.com/news-releases/lands-end-launches-new-branded-credit-card-to-better-serve-customers-drive-loyalty-300930160.html
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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In-text: (SWOT & PESTLE.com, 2022)

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Lands' End SWOT and PESTLE analysis has been conducted by Muskan Arya and reviewed by senior analysts from Barakaat Consulting.

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