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

General Philosophy

It all began in 1985, reports Jack Reeves, executive creative director. That's the year the company started adding editorial-style content to the catalog. Over the years, the catalog has adopted a few other magazine elements such as cover headlines and blurbs on the products inside. At some point, a table of contents was positioned on the inside front cover to provide directions to categories of merchandise and to highlight editorial features.