Lands' End Inc · NASDAQ:LE
Lands' End — ICR Conference January 2022
21 slides from Lands' End's conference presentation, Jan 11, 2022
Slide 1: ICR Conference January 2022
1 ICR Conference January 2022
Slide 2: Forward Looking Statements
2 Forward Looking Statements This presentation contains forward - looking statements that involve risks and uncertainties, including statements regarding the C ompany’s long - term positioning and growth strategies and the expected benefits of those strategies; projected business by business segment
Slide 3: Our Mission
3 Our Mission A more comfortable world. Create products that make lives better, improve whenever possible and, above all else, work tirelessly to satisfy the needs of our customers, our employees and their families. At Lands’ End we make clothes that fit Every Body
Slide 4: Purpose, positioning, core values and difference
4 Why we do what we do. Where we stand in the marketplace. What we do. How we do what we do. Let’s Get Comfy OUR PURPOSE An American family lifestyle brand. Inspired by life lived with purpose. OUR POSITIONING Timeless Quality. Products with Purpose. Trusted Service. Family Spirit. OUR CORE VALUES P
Slide 5: Lands' End: Attractive Positioning in the Market
5 Lands’ End: Attractive Positioning in the Market Growing and Loyal Customer Base Diversified Distribution Model Digitally Driven Culture and Approach Attractive Financial Profile Merchandising Strategy Focused on Key Items
Slide 6: Our Business & Categories
Our Business & Categories 63% 15% 14% OUTERWEAR 9% HOME 10% MENS 17% International Outfitters Retail 3% US eComm eComm Third Party* 5% SWIM 17% KIDS 10% FOOTWEAR/ ACCESSORIES 8% US eComm Product Splits 6 All Figures Based on 2021 Projections * Currently reflects business through Kohl’s and Amazon WO
Slide 7: Key Franchise Items
KEY FRANCHISE ITEMS 7 LET’S GET COMFY ONE CLOSET / WE FIT EVERY BODY LAYERS OWN THE WEATHER OWN THE WATER • Tugless One Piece • Swim Tee • Board Short • Tankini • Snap Neck Fleece • T100 Fleece • Squall • Ultralight Packable Down • Expedition • Supima Knits • Super Tee • Sport Knit • Starfish • Seri
Slide 8: Focus on Sustainability
8 Focus on Sustainability In 2022 By 2023 By 2025 100% of cotton fibers purchased from more sustainable sources by 2025 30% of products using water saving manufacturing techniques in 2022 100% of Lands’ End products currently use Responsible Sourced Down 100% of polyester fibers to be from a recycle
Slide 9: Positioned for Long Term Growth
9 Positioned for Long Term Growth Increased Brand Reach: Growing customer base through Lands’ End platform in the US and Internationally, and rapidly growing business through Third Party partnerships introducing millions of customers to the Lands’ End brand Loyal Customer Base: Long - tenured custom
Slide 10: Grow & Expand with Product Adjacencies
Grow & Expand with Product Adjacencies Performance / Active Intimates & Underwear We Fit Every Body Product With a Purpose Swim 10 Sleep / Lounge One Closet Size Inclusivity Body Positivity Uni Ticket Pricing Known for Fit
Slide 11: Digital Drivers for Organic Growth
DIGITAL DRIVERS FOR ORGANIC GROWTH MEET HER Where She Is 01 CREATE FOR HER Relevant, Personalized Content 02 MAKE IT EASY FOR HER By Building For What She Values 03 11
Slide 12: The Lands' End Customer
THE LANDS’ END CUSTOMER 85% Female. Majority are married, half with kids at home Best customers are Boomers, New are GenX Highly values comfort, good fit, versatility and an easy shopping experience College educated, high household income Loves family, travel, pets, gardening, cooking, light exercis
Slide 13: Meet Her Where She Is
MEET HER WHERE SHE IS Paid Search Purchase consideration mindset is high. When she’s searching for a swimsuit, she is ready to buy Optimize PLA, leverage additional Google ad units (YouTube, Discovery) Paid Social Media Target a mix of brand awareness & purchase consideration Focus on engagement, no
Slide 14: Create For Her
CREATE FOR HER Personalized Ads, Relevant Content Grow SEO with fresh, enriched content Leverage digital assets (copy, product photos, user generated content, etc) + AI to target customer with a dynamic message Let’s Get Comfy! 30% Off 14 Same product, but variable & targeted customer content We Fit
Slide 15: Make It Easy For Her
MAKE IT EASY FOR HER Quick & Easy Purchase, Self - Service Continues to be driven by mobile, search and speed Demonstrate inclusivity Single pricing across size ranges Models in reg, plus, big & tall Purchase assurance One - click purchase Visible delivery windows Customer self - service 15
Slide 16: Lands' End Third Party
16 Lands’ End Third Party Lands’ End in Kohl’s Lands’ End on Amazon Seasonal assortment in select Kohl’s stores, and full assortment available on Kohls.com Successful launch of program in 2020 has led to presence in 300 stores Expected expansion to 500 stores in 2022 Planning for additional stores f
Slide 17: Our Homeland Is the Heartland
OUR HOMELAND IS THE HEARTLAND FALL 22 LAUNCH KEY PRODUCT CATEGORIES WOVEN SHIRTS DENIM OUTERWEAR KNIT TOPS SLEEPWEAR 17
Slide 18: Lands' End Outfitters
18 33% 34% 33% Lands’ End Outfitters National Accounts Collaborate with large businesses to deliver high - quality uniform solutions under multi - year contracts Business heavily impacted during COVID - 19 given travel industry exposure; recovered faster than expected in 2021, but full recovery to b
Slide 19: Outfitters Future Growth
19 Outfitters Future Growth Typical Market Assortment Legendary Lands’ End Support Online ordering across all product and decoration types Market Representative Assortment Price points for varied budgets and organizations Significant Market Expansion Opportunity 70%/30% Market Mix Provide a seamless
Slide 20: Recent Digitally Led Initiatives are Driving Growth
20 Recent Digitally Led Initiatives are Driving Growth Enterprise resource planning (ERP) system New Enterprise Order Management system Implementing New Warehouse Management System Strategic Infrastructure Continuously test and learn Actively listen to customer signals Optimize gross profit in produ
Slide 21: Fiscal 2026 Financial Targets and Long Term Drivers
21 Fiscal 2026 Financial Targets and Long Term Drivers 10% Revenue CAGR Driven by the Following Growth Strategies: ▪ Global eCommerce Business Organic Growth ▪ Drive growth in the customer file with increased marketing productivity ▪ Optimize search engine data analytics focused on driving traffic a