Lands’ End is a clothing and lifestyle retailer that sells smart casual clothing and accessories for men and women. The company targets a middle- to high-end customer base, with products that are designed to be both stylish and versatile.
The Lands’ End target market consists of adults who are fashion-conscious and want to look their best without looking over-dressed or formal. The Lands’ End brand appeals to people who are looking for a sophisticated, casual, yet smart and elegant style.
In this article, we’ll review the Lands’ End target market and understand what attracts people to this brand.
Who is the Lands’ End Target Market?
To best understand the Lands’ End target market we need to understand why someone buys at Lands’ End and the occasion when they buy.
Understanding the target customer’s needs and motivations and the circumstances that lead to a purchase, allows us to divide the market into individual segments.
Once this segmentation is complete, we can study each segment and gain a better understanding of the market as a whole.
Such a process gives us the following segments of the Lands’ End target market:
- People who like smart casual fashion
- People who like comfortable clothing
- People who like to make a statement with their clothes
- People who are willing to spend money to look good
- People who buy quality clothes
- People looking for a special gift for someone else
- People in the market for clothing accessories (hats, bags, sunglasses, etc)
Let’s look closely at each of these Lands’ End target market segments.
#1. People who like smart casual fashion
Smart casual is a dress code that is typically used for semi-formal events. Lands’ End clothes are the perfect example of smart casual attire. They are not too formal or too casual, making them perfect for a variety of occasions.
This segment of the Lands’ End target market is people who want to look good without being too formal. This could be for a work function, a date, or any other semi-formal occasion.
Lands’ End clothes are stylish and well-made, which makes them a popular choice for people who want to look their best. Also, because the brand is so well-known, wearing Lands’ End clothing can also be seen as a status symbol.
#2. People who like comfortable clothing
The days of uncomfortable fashion are long gone. Even in most work environments, strict dress codes are making way for more casual attire. Lands’ End’s line of clothing is perfect for people who want to be comfortable without sacrificing style.
This means the line between work clothes and casual clothes is becoming increasingly blurred with greater emphasis being placed on comfort. Lands’ End’s clothing is perfect for people who want to be comfortable at work, at home, or anywhere else and still look elegant.
#3. People who like to make a statement with their clothes
For many people, clothes are more than just something to keep them warm or cover their bodies. Clothes are a way to make a statement and express themselves.
So, someone may choose to wear a certain type of clothing because it makes them feel powerful, confident or sexy. Others may choose to wear clothes that are outrageous or attention-grabbing.
Lands’ End’s line of clothing is broad enough to accommodate both ends of the spectrum. It includes both classic and timeless pieces as well as more modern and trendy items. So whatever statement someone wants to make, they can find the perfect piece of Lands’ End clothing to do it.
#4. People who are willing to spend money to look good
Lands’ End is a premium brand and its prices reflect that. The company’s clothes are not cheap, but they are made with high-quality materials and construction.
This segment of the Lands’ End target market is willing to spend money on clothing because they believe it is a good investment. They know that Lands’ End clothes will last longer and look better than cheaper alternatives.
This segment is also attracted to the Lands’ End brand because of its reputation for quality. Lands’ End has a strong reputation for making high-quality clothes, and this is something that customers are willing to pay for.
#5. People who buy quality clothes
This segment of the Lands’ End target market habitually buys quality clothes. They may not be as concerned with brand names, but they are willing to spend more money on clothing that will last longer and look better.
These people may not be as attached to the Lands’ End brand, but they appreciate the quality of the company’s clothes making them more likely to shop at Lands’ End if a store is easily accessible. They would also be more willing to try out a Lands’ End product if they haven’t done so in the past.
Quality is important to this segment because they want their clothes to last. They may not be as concerned with trends or making a statement, but they appreciate Lands’ End’s attention to detail and craftsmanship.
#6. People looking for a special gift for someone else
When thinking of a gift for someone, especially a piece of clothing, many people like to give something that is both useful and stylish. As a brand, Lands’ End fits the bill perfectly. It provides clothing that is both fashionable and timeless.
This segment is likely to shop at Lands’ End when they are looking for a special gift for a birthday, holiday, or another occasion. They know that the recipient will appreciate the thoughtfulness of the gift and be able to use it for many years.
Another benefit of giving a well-known brand as a gift is that it reflects well on the giver. Lands’ End has a reputation for quality, and this is something that many gift-givers like being associated with.
#7. People in the market for clothing accessories
Getting a certain look isn’t just about the clothes. Lands’ End also offers a wide variety of clothing accessories that can help people put the finishing touches on their outfits.
Lands’ End’s line of accessories includes items such as hats, bags, sunglasses, and more.
It’s not uncommon for consumers to spend just as much on accessories as they do on clothing. Also, consumers tend to change accessories longer than they do clothing.
People often buy new pairs of sunglasses, hats, or jewelry making this segment an important part of the Lands’ End target market.
Conclusion
The Lands’ End target market primarily consists of athletic people who like smart casual fashion and comfortable clothing.
For people looking to make a statement with their clothes, Lands’ End can be the perfect brand. Likewise, those who do not mind spending money to look good are also attracted to Lands’ End as are those who buy quality clothes as a habit.
When buying a gift for someone else that they will appreciate many people are willing to spend more on a well-known brand like Lands’ End.
Finally, the Lands’ End target market is not limited to those buying clothes but also includes those buying clothing accessories. Many people see their accessories as a way to put the finishing touches on their outfits and Lands’ End offers a wide variety of items to choose from.