Got Purpose?

- Is this green just the right shade?

- Is this gift packaging "gifty" enough?

- What will our customers think of this new paper stock?

All five senses come into play and importance here — no detail is too trivial. Lands' End created a recent campaign based on all the details it thought customers cared about when buying clothes without touching them and trying them on in person. The catalog showed close-ups of buttons, seams, stitches, fabric texture. Lands' End's executives wanted their customers to know that someone cared about these "little things" as much as they did.