Can the new CEO’s moves salvage Lands’ End?

From RetailWire, here’s a brief comment about the new CEO at Lands’ End, and her plans to widen the company’s physical footprint along with other strategic changes:

Everything Ms. Marchionni laid out for investors will prove to be important steps in the company’s recovery. Being able to execute these strategies smoothly is critical, and in particular doing a “reverse omnichannel” by expanding Lands’ End’s physical footprint in a smart way as it unwinds the partnership with Sears.

But the proof is in the merchandise content: Can Lands’ End regain its relevance without becoming stale (on the one hand) or veering too far into near-luxury pricing and design? The recent troubles at J. Crew ought to be a sign of caution: Here’s what happens when a company with a strong brand strays too far from its merchandise point of view.


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