Fashion World updates

Lands’ End Progress Report: Turnaround in ‘Fourth or Fifth Inning’

Women's Wear Daily -

Lands’ End is on firmer turf — and showing greater confidence in its business. Despite a drop in fourth-quarter net profits and sales, Lands’ End continues to make progress in its turnaround being led by Jerome Squire Griffith. He’s been president and chief executive officer of the Dodgeville, Wisc.-based classic American clothing brand for the past two years. “We’re maybe in the fourth or fifth inning,” of the turnaround, Griffith told WWD on Thursday, just after the company reported its fourth quarter and year-end results. “We’re halfway through where we need to be in getting our product right for our consumer. We are moving along pretty well there. We’re very key-item-driven — designing and buying toward this, and the marketing team is involved in maximizing this.” On the digital side of the business, “We have instituted a test-and-learn culture,” Griffith said. “We did five times as many tests last year as the year before.” He said the company is investing in search engine optimization, price clarity, warehouse enterprise system that will enable buy online pick up in stores and buy online, ship to stores. This year, Lands’ End should reach a milestone — no more shops inside Sears. There are just 49 Sears locations

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