Behind the Design: Fit, Fabric and Sustainability in Branded Work Apparel
We recently asked Kate Leahey, Director of Merchandising, what it takes to craft an apparel collection that meets the outfitting needs of thousands of business customers.
Common Threads: First, everyone wants to know: why the new polo names?
Kate Leahey: When we compare our polos to the competition, we really offer some of the best options out there in the market. Unfortunately some of our polo branding didn’t give these great products the credit they deserve. We’ve now given each polo a name that’s easier to remember and more reflective of what it’s meant to do. But we haven’t changed a thing about the fabric or features. They’re still the polos you know and love.
CT: What considerations go into creating Lands’ End Outfitters apparel?
KL: We’re continuously refining fit, fabric and performance to work for real people. We always start by referring to our Lands’ End heritage which goes back 60 years. We also closely follow the trends and technical design of our consumer products, making small tweaks we know our Outfitters customers may want or like. Obviously, it needs to work hard whatever the job or industry, which leads to extra details or different fabrics. In the end, although our customers don’t see the work, they feel the difference.
CT: How do you get the fit right for each style?
KL: Again, we start with our brand knowledge, but we also listen to customer feedback and consider a spectrum of end uses. And we fit each style on several live fit models, so we know how the drape and structure is going to change depending on how it sits on different body shapes.
CT: What trends are you seeing in the marketplace, and how are you responding?
KL: I think the biggest thing is that even though our Outfitters apparel may be built for the workplace, people still want it not to feel like a uniform. In response, we’re designing branded work apparel you can wear at any time, not just nine to five. So we’re leveraging market trends like delicate details in sweaters and knitwear for her. For him it’s all about texture, layers and subtle prints, plus heritage trends—think ’90s—for everybody. But we also must make sure it passes all our testing. Also, performance apparel is just not slowing down, which is great because we love fabrics that work hard. Even when you’re in the office, you want your polos and dress shirts to hold up and keep you comfortable. Plus, we love a hidden pocket, or any tech-friendly details or finishes that make the product work better for the customer every day.
CT: How are you incorporating sustainability and solution-driven design into apparel?
KL: If a product doesn’t provide a clear solution, then it doesn’t make it into the line. Solutions can be anything from outerwear that keeps you warm and dry on the job to washable suiting. Because sustainability is becoming more important to our customers, we also put a lot of effort into finding ethically sourced fabrics and fibers, such as Supima® and cotton from the Better Cotton Initiative, and working recycled polyester into more styles.
CT: Tell us about OEKO-TEX®.
KL: We hold ourselves to an incredibly high standard of quality; it’s built into our DNA. We make sure every single garment we sell passes OEKO-TEX® Standard 100. This means an independent third party tests every garment component, from thread to buttons and finishes, for the presence of harmful chemicals. We want our decision makers and clients to feel 100% confident in using Lands’ End as a branded apparel supplier for their teams. We take the weight of that decision off their shoulders.
CT: How would you summarize your role here at Lands’ End Outfitters?
KL: At the end of the day, the merchandising team is all about building great product solutions and making sure that the business customer can easily find and order the items they need for their employees and brand. So it’s really a 360-degree approach to product that puts the customer first.