As it looks to grow its customer base, Lands’ End is bucking the trend by purposely embracing the “forgotten generation,” Gen Xers
Most retailers are tripping over themselves to stay relevant by courting younger Millennial and Gen Z shoppers. Not Lands’ End. . 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.
It sells its products through mail order, online, in store and through third party marketplaces such as Amazon\n \n and Kohl’s\n \n . But the company says it knows who its core customers are. “She’s the baby boomer, mid 50’s, lives in the suburbs, works, is frugal, has a household income well over $100,000 a year and has or had children at home,” said Griffith. About six years ago, the database of its core shoppers, who typically stayed with the brand for 18 years, was shrinking.
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