Paging through a Lands’ End catalog, it’s clear that the folks at Lands’ End understand how to market to women. Products and descriptions reach three demographics of women, (for example: “Fit 1: Modern”, “Fit 2: Original”, and “Fit 3: Traditional”), and leave it to their readers to self-select a category. The different fit categories are clearly labeled and illustrated throughout the catalog, and are accompanied by images of women with different body shapes and ages.
The copy is helpful and non-condescending. It anticipates issues women are likely to have about their clothing, and addresses them directly. For example:
“Straps stay securely in place.”
“Wide waistband lies smoothly over sides — won’t dig in.”
The copy also understands what aesthetic qualities women are searching for:
“Adorable details make these modern tops as cute as they are comfortable.”
Graphics and typefaces are contemporary and readable and colors are fresh and allow the products to take center stage.
Overall, well done! Good job, Lands’ End!