By Parija Kavilanz, CNN
Most retailers are tripping over themselves to stay relevant by courting younger Millennial and Gen Z shoppers. Not Lands’ End.
As it looks to grow its customer base, Lands’ End is bucking the trend by purposely embracing the “forgotten generation,” Gen Xers.
They are the generation of consumers sandwiched between Baby Boomers, born in the years after World War II, and their children, Millennials, with the earliest born in the 1980s.
“There was a strategy at a point in time where we were going to bring in Millennials,” Lands’ End CEO Jerome Griffith, who is retiring at the end of January, said at the ICR conference last week. “It didn’t fly with our customers.”
In a rush to grab the attention of younger consumers, the retailer stumbled and made fashion missteps. Sales tumbled as its core older shoppers were put off by stylish dresses and high-heeled party shoes showing up next to the comfort clothing embraced by moms and dads.
“So we said, you know what, we have this neat generation of customers right behind baby boomers, the Gen Xers. As we go out to look for new consumers, let’s go after them,” he said.