Lands' End Strengthens Catalog Strategy To Embrace Younger Audience, Says Analyst

Small Cap Consumer Research analyst Eric Beder reiterated a Buy rating on the shares of Lands End Inc LE with a price forecast of $20.00 after reviewing the March catalog.

Lands’ End’s March catalog highlights the start of the swim season, with over 40% of the 80-page catalog dedicated to swimwear and related items.

Themed “The Power of Pretty,” the catalog marks a significant step in developing a lifestyle-driven publication that offers complete looks across multiple categories.

Featuring everyday models, it allows customers to easily envision themselves in the brand's offerings. This approach targets a younger customer base and is expected to reduce heavy discounting on key items.

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The Lands’ End catalog has transitioned from a sales-driven approach to one focused on emotional appeal. There is an increasing emphasis on multi-category styles that prioritize the overall look rather than pricing, said the analyst.

Starting with simple styles at the beginning of 2024, Lands’ End has broadened its selection of bottoms to include denim and a new soft polish collection. This category now presents a significant growth opportunity for the brand.

According to the analyst, The emphasis on rain-ready outerwear has grown, with the lightweight Squall taking the lead, replacing the Wanderweight down styles from 2024.

Meanwhile, footwear remains a standout, with popular Spring flats and slingbacks stealing the spotlight. Overall, the company's strategy is seen as strengthening its position in the market, asserted the analyst.

Price Action: LE shares traded higher by 2.55% at $11.05 at last check Monday.

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