Lands' End - Taking On Content (1,379 words)

The other catalog spin-offs (Coming Home, Lands' End Kids, etc.) are a bit smaller in size, explains Reeves, so the main catalog provides the most room for extra content; all catalogs, however, offer some type of commitment to editorial-like copy and reader-friendliness.

According to McIntyre, Lands' End has positioned itself in its marketplace as a provider of quality merchandise at reasonable prices. It needs to tell this story over and over again in a believable way. Every extra step it can take, such as including appropriate non-sales content, just adds to this believable image. In fact, customers don't even have to read these extra pieces to still understand the warm, customer-focused company with which they interact.