Lands' End $25 mil effort fills in missing style cues

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Lands' End is launching its first network campaign, an estimated $25 million effort designed to highlight the brand's style and diversity.

The "Life Is in the Details" campaign marks the direct merchant's largest introduction of clothing. It's also the first time Lands' End has used inclusive ads that incorporate children and adult clothing along with furniture and non-apparel lines, said Lee Eisenberg, Lands' End exec VP and creative director. Previous advertising focused on the quality of the company's clothing and flagged its Web site.

"The idea is to create a much more integrated picture of what Lands' End is in the day-to-day lives of our customers," he said.

EISENBERG'S FIRST

Lands' End is a leading online apparel seller, and this is its first campaign since Mr. Eisenberg joined in March from Time, where he was editor-creative development.

Mr. Eisenberg said the campaign, from DDB Worldwide, Chicago, is a culmination of Lands' End's move toward better-fitting garments, more stylish and contemporary offerings and improved fabrics. The ads will run in prime time on network and cable TV as well as in magazines such as Fortune, Gourmet, In Style and Martha Stewart Living. The campaign was due to launch March 5 on ABC's "The Practice" (AA, Feb. 28). Lands' End has run cable spots before, but this seven-spot campaign is its broadest work in that medium.

"The reason we're stretching out and doing different things with the campaign is to make sure the spirit and reality of the changes were not lost on the millions of people who know Lands' End," Mr. Eisenberg said.

He said consumers always knew they could purchase quality clothing at the retailer, but that "if there was one missing thing, they didn't always perceive Lands' End as quite stylish."

FORTYSOMETHING TARGET

The campaign's target audience remains fortysomethings with kids. But its $25 million budget is the most the company has spent on advertising, up about 25% from last year's $20 million outlay, according to executives close to the retailer.

The b&w campaign features harmonicas and swing music and was shot in a documentary style. Each of the 15- and 30-second spots ends with the toll-free telephone number and Web site address, landsend.com.

"We've got a new sense of style, and we want to tell people about it in a bigger way than we have before," said Pat Dermody, media director at DDB, Chicago.

The agency won the business last year from Beiderman Kelly Krimstein & Partners, New York, which retains the corporate advertising account. DDB's Optimum Media had handled buying since 1996. The account shifts to Omnicom's new Optimum Media Direction unit.

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