Lands’ End’s press identity was in need of a little TLC, having lost traction in recent seasons. Some smart introductions were required to eliminate barriers and generate high-value, sales-driving fashion coverage.

Quality Connections

We reintroduced Lands’ End to target titles, with press-worthy pieces centre stage. We launched collections via a This Morning Live catwalk showcase, and an exclusive golden titles event at The Ned. Celebrating the brand’s US heritage, we gifted personalised product to press on US holidays to claim social coverage, and kept the brand front of mind through desk appointments, briefings and celebrity gifting.

Results

  • This Morning Live partnership reached over 30,000 customers and 1.5 million viewers
  • Coverage off the back of The Ned event in 14 titles
  • Celebrity seeding resulted in sell-out of product within hours
  • £27k sales from promotion/ cover mention in Good Housekeeping
  • 100+ pieces of coverage in six months
  • Consistent coverage in leading press inc Daily Mail, Good Housekeeping, Telegraph, Woman & Home