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Lands' End Direct Merchants
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Our Market
There are about 9.6 million Lands' End customers spread across the United States
with a few in Canada and overseas. Relatively larger concentrations live in metropolitan
areas and in major lake regions and along our nations coastlines.
Among current Lands' End customers, the most distinguishing factor is education.
Almost 85 percent have some level of college education. In comparison, this is
only true for about 50 percent of the U.S. population. Lands' End customers are about
three times more likely than the general population to have some level of postgraduate
education.
High educational achievement is reflected in the occupations of Lands' End customers.
About two-thirds are in professional or managerial positions; and about two-thirds
of the women are employed outside the home.
The 35-54 age group contains the largest group of customers, just over 50 percent.
In comparison, about 40 percent of the adult U.S. population falls into this age
group.
As a result of their professional and educational achievements, Lands' End customers
are relatively affluent. Median annual income for Lands' End households is about
$60,000 compared to about $32, 000 for the U.S. population. More than 60 percent
of Lands' End households have annual incomes above $50,000.
Beyond demographics, Lands' End customers are also distinct in their values and
lifestyles. They tend to be participants and are involved in a broad range of
personal interests. They travel far more than the average American for both pleasure
and business. They participate in a wide variety of active sports and differentiate
themselves most from the general population by their interest in golf, tennis, sailing,
boating and skiing.
| Sources: |
Lands' End Research
U.S. Bureau of Census, Statistical Abstract of the United States, 1996 |
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| This piece has been adapted from a printed brochure,
which also includes several dozen black & white photographs. If you would like
a free copy of this brochure. Simply send us your request. |
Copyright © 1998
Lands' End Direct Merchants
