Inside Lands’ End’s Quest for a Younger, Cooler Customer
New CEO Federica Marchionni wants to gain a new kind of customer while keeping her loyal fan base
This article is for subscribers only.
Gazing over a spread of magazines on a side table in her New York office on Broadway, Federica Marchionni eagerly flips through the pages to find her advertisements inside. For the new Lands’ End chief executive officer, this is her big unveil, the first time she gets to show what she’s been working on since taking the job in February. The meaty September issues in front of her include all the fashion industry staples, ones you wouldn’t necessarily connect with Lands’ End, a label known more for courting mothers and kids than appealing to style-savvy fashion types who read Elle, InStyle, and GQ.
“Vogue hasn’t arrived yet,” she says.