Lands' End determined that a creative agency of record was necessary, ultimately choosing VaynerMedia for the role.
Lands' End, the 50-year-old casual apparel retailer renowned for its durable and functional outerwear, is making a strategic shift in its business approach. The company, which has traditionally been valued for its quality and reliability, is now aiming to enhance its brand image and expand its customer base.
In a move towards modernising its brand, Lands' End has appointed VaynerMedia as its creative agency of record for brand building. The selection was made following a competitive pitch involving multiple agencies, all of which were known for their expertise in brand building.
This decision was driven by Lands' End CEO Jerome Griffith, who is spearheading the change towards a focus on brand building. The move comes after a period where Lands' End's marketing strategy has not been heavily focused on brand building.
Lands' End has a rich history that includes selling various goods beyond clothing. It was once a subsidiary of Sears and has been an early adopter of digital technology, introducing the first live chat option for customer service. However, in recent times, the company's main focus has been on clothing.
The strategic shift comes as Lands' End is at a pivotal crossroads, with major brand management firms Authentic Brands Global and WHP Global bidding for control. These firms specialise in acquiring brand intellectual property to monetise it through partnerships and licensing rather than direct retail operations.
This new strategy involves leveraging Lands' End’s strong brand equity by expanding licensing partnerships, as evidenced by a 60% surge in licensing revenue in Q1 2025. The approach aims to reduce capital intensity by transitioning inventory and operations to licensees, similar to how Authentic Brands revitalised Reebok through franchising and licensing.
While the exact role of VaynerMedia in this new strategy is not yet clear, it's possible that the agency could be involved in creative or digital marketing initiatives as part of modernising Lands’ End’s brand.
With this new focus, Lands' End aims to reach its entire potential customer base and continue its legacy as a trusted and reliable brand in the casual apparel market.
[1] Sources: Company press releases, industry reports, and financial statements.
In this shift towards modernizing its brand, Lands' End aims to delve into fashion-and-beauty and lifestyle sectors, leveraging its strong brand equity to expand licensing partnerships, as demonstrated by a 60% surge in licensing revenue in Q1 2025. To achieve this, the company has enlisted VaynerMedia as its creative agency of record for brand building, signaling a move towards enhancing its brand image and attracting a broader customer base in the business arena.
