Telling the Story One Layer at a Time
When a Lands’ End Business catalog arrives or an email pops up in your inbox, you probably don’t think too much about what’s behind it. Everything looks neatly designed and carefully curated to provide a seamless and inviting visual experience. But a lot happens behind the scenes to bring words, images and purpose together.
For our team of art directors, designers and writers, the creative process kicks off six months or more before customers see the updated collection in print or online. Our merchandising partners and apparel designers share new silhouettes, fabrics and colors and the inspiration behind each product, which can range from the latest trends to specific feedback from our customers.
Getting to the “Why”
Our job is to use layouts, images, text and colors to create visual communications around the “why”: Why are our products compelling? What makes them different from other products? Why are they useful? And why should someone buy this product from us rather than from a competitor?
Our Squall® 3-in-1 jacket provides the perfect example. Waterproof fabric, protective features and a removable lining that does double duty as a stand-alone jacket add up to powerful weather protection. But it does more than keep your employees warm and dry. Whether for the daily commute or on site, our Squall® 3-in-1 helps people stay focused on the job and power through storms, with the benefit of adjustability to seasonal conditions. That’s what makes it a great choice. It’s the “why” that sets it apart.
Behind the Camera
Before we even get to the photoshoot, every shot needs to be meticulously planned to craft the narrative. Keeping merchandising strategies and budgets in mind, we work through a checklist of considerations. Will the shoot be on location or in studio, indoors or outside? Is the shot focused on editorial branding or product features? How do we best showcase clothing function, details and logo placement? What accessories dress up an outfit or make it more casual? Perhaps most importantly, how do we tell a visual story that’s authentic as well as aspirational? Ultimately, we imagine who’ll be wearing the product and what they’ll be doing. That’s why, when you flip through our catalog, you’ll see our broadcloth shirts or blouses in an office setting, while a logo tee might be shown in a grocery store or a workshop. Again, it’s all about illustrating the “why” that makes a product compelling to the customer.
The Final Edit
Of course, everything we create undergoes multiple rounds of review by our merchandising partners. Their expertise helps us select the best shots and tailor the copy to our target audience. So, our customers can envision outfitting their businesses with branded apparel that fits their company, people and work environment.
Next time you open a catalog or email from Lands’ End Business, don’t think of it as just another sales pitch. Because long before you see it, we’ve been crafting a story that tells you “why” our product is the right choice: a story tailored to the real, day-to-day world of businesses like yours.