Creating a Local Web Presence

For instance, the launch of the Italian site cost less than one-tenth the cost to launch its U.K. site a year earlier because the architecture was already in place. Says Taylor, “The beauty of the Internet is that it allows you to expand, and do it cost-efficiently.”

Web Doesn’t Cannibalize Print

An e-commerce launch in the French and Italian markets doesn’t rule out the possibility of a print catalog being added to Lands’ End’s future media mix. Because France is considered a good market for catalogers, Lands’ End currently is collecting the names and mailing addresses of its French Web customers and, if it finds it has enough volume, may launch a French print catalog.