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

The company's customer focus can be seen in the ample copy it devotes to product descriptions. To raise customers' comfort level with buying direct, the catalog aims to provide everything customers could want to know about the garments and their construction.

There's a "truism" in direct marketing, says Marketing Systems Analysis President Ernie Schell, that copy sells —and the better the copy, the better the sales. For Lands' End, that truism is at work in the special editorial pages dedicated to non-sales content. The firm's objectives are clear-cut: What's best for the customer is best for the catalog, and right now that means lively stories, photo essays and enhanced product descriptions.