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2892 mots 12 pages
CUSTOM MADE APPAREL AND INDIVIDUALIZED
SERVICE AT LANDS’ END
By
Blake Ives and Gabriele Piccoli

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DPDN
Paul Davidson, Brian Dyrud, Lindsay Neal, and Jennifer Paterson

September 17, 2003
INTRODUCTION
When Bill Bass joined Lands’ End in 1999 as the Senior Vice President of e-commerce, he was attracted to the position for three reasons: proprietary products, a strong distribution infrastructure, and an established brand. He believed that Lands’ End’s success on the internet was attributed to the firm not setting up its internet division as a separate business unit because of the exclusivity of the merchandise. In so doing, they avoided internal competition and reduced competitive threats from other vendors. His intention was enhance their internet success by developing a customized tailoring program never before available to internet shoppers. The goal was to allow individuals to sit in front of their computer, answer questions about their body type, size, and shape, and with in a few minutes have a tailored article of clothing on order. For the first time, you did not have to go to a tailor or take off your clothing to get tailored clothing. Three years later, Land’s End has the most successful customized tailoring program available.

This case study examines Lands’ End’s strategy of web-based customer services and mass customization in the clothing industry. It compares the Lands’ End customization approach of to the attempts of other apparel companies including Customatix, Levi Strauss, Nike, and Brooks Brothers. It goes on to discuss other technology driven innovations at Lands’ End including ImageTwin, My Virtual Model, My Personal Shopper, Shop with a Friend, and instant messaging. In addition, the case study describes the integration of the supply

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