An Apparel Etailer's Success Story: Bridging the Gap Between Physical and Virtual Shopping

摘要

The world's largest clothing site in terms of business volume, landsend.com of Lands' End, Inc. is a leading apparel etailer (Reda, 2003). Facing a great challenge to continue new innovations in its web site, the company also tries to better serve its target market. This case investigates the interactive features of the site that made landsend. com an online ecommerce success: media vividness, customization, and personalization, which all combine to better cater to the target customer base. As a business solution to meet its challenges, Lands' End also utilizes other companies for its technology infrastructure demands and joins others for its multi-channel distribution needs. As a result of this successful business plan, between a three-year period from 1999 to 2002, landsend.com online sales increased from $61 to $299 million (Ives and Piccoli, 2003).