Thoughts on Canvas by Lands' End

I got an email today announcing the launch of Canvas by Lands' End. I really enjoyed the Lands' End Canvas line from a few years back, so I immediately went to browse. But with a few exceptions (see the shirtdress below) I feel pretty meh.

The prices are much higher than LE and in many cases higher than stores like J.Crew, which runs 30% promos with about the same level of frequency (plus right now Canvas is excluded from all promotions). The style seems to be Brooks Brothers-esque, but the brand recognition/respect has a long way to go to match BB. They are only offering regular sizes, no specialty sizes or extended shoe sizes. And it seems like half the collection requires dry cleaning. I'm not sure who this collection is intended to appeal to--seems like regular LE customers will be turned off by the prices/narrower fit/fussiness, but the styles are not truly trendy, and the brand is too closely associated with Lands' End, IMO, to appeal to brand-sensitive customers who are used to shopping at BB and J.Crew. But maybe I'm wrong about the last part.

What did you think of this new collection?

9 years ago

Laura (rhubarbgirl)

(website)

Veteran

I haven't looked at the collection yet, but I can imagine that differentiation will be tricky. That said, they've got a new CEO who used to work for Dolce & Gabbana and they're doing ads that aim more toward the urban hipster that wants Americana basics. J. Crew has been taking a drubbing for quality recently, and there's obviously money to be made in the price range of Madewell and Anthro if you can get that customer to think of you consistently. I had a Canvas sweater from the old collection and it was well-made.

I personally unsubscribed from their emails after their poor handling of the Gloria Steinem issue recently, and don't plan to spend any money with them. There might be a significant overlap between people who feel similarly, and the demographic they will be trying to appeal to with the Canvas relaunch.

kerry

I had no idea it'd been relaunched. I'll need to take a look. I did buy some items for the old Land's End Canvas when I was revamping my wardrobe a year or two after the birth of my daughter. I'll also have to look up the Gloria Steinem issue too. Have no idea what that is about.

Just read about Land's End's response to the GS situation - not impressed. And, I'm not sure if it's just the exchange rate, but the prices are really up there!

Kristin SF

Agree 100% about the Gloria Steinem issue. I was so bummed when that happened, because I love most of what I've bought at LE in the past few years.

I don't know if I will never buy from LE again, but it's definitely made me think twice about it, and search for other options first.

jill58

I too agree about the Gloria Steinem issue. As for the the new iteration of Canvas, it seems very dull.

rachylou

I kinda like the line, but the prices feel high to me. I don't go to LE wanting to spend that kind of money. Also, I don't know who their audience is with this line. I'd NEVER think of LE for this kind of look, and while I like what I see, it also feels generic to me. And I think they should have learned from Starbucks and not touched Gloria with a ten-foot pole. Anybody remember Starbucks having baristas try to engage customers on the matter of racism at the counter?

annagybe

I'm with Rachylou, the prices are pretty high. The long swing parka is nice, but not $350 nice.
$110 for polyester, pull on pleat front pants, dry clean only. That they're trying to pass off as athleisure. Yeah, um ok?
http://www.landsend.com/produc.....420?sku_0=::HUR
The chambray romper that they can't call a romper so it's a short jumpsuit. Making such a huge deal about clothes for grown-ups. Wha???
A lot of the styles are just plain weird. The brush stroke pattern seems just off. I can't figure out the target audience. Plus the whole photo shoot in Hawaii....

texstyle

The new line isn't really my style - I didn't even notice the prices, but time will tell. That said, I'm not sure why it's such a big deal about the GS issue (though I tend to agree with rachylou). But I mean really, shouldn't we stop putting so much pressure on companies to be PC? Are we all supposed to only do business with people who we agree with on all issues? We ALL have sore spots and it's not everyone's else job in life to avoid them.

Did anyone see the Gap ad that had people calling them "racist"? - it included an image of a little girl who was light skinned African American leaning her elbow on her little sisters head (who was dark skinned African American). Wow. Even their own mother couldn't believe the comments. Gap pulled the ad I believe. It's ridiculous to me.

rabbit

Didn't JcPenney support having Ellen as their spokesperson even after getting some homophobic backlash?

I'd understand maybe if the original interview had contained something about abortion, that it would be smart to sidestep hot button issues in print. But that wasn't the case I don't think. It makes me sad that being an old school feminist (from way before my time) is considered controversial enough that push back from certain religious institutions would be enough to fold.

I don't know that I'd boycott Lands End specifically (I don't buy them anyways), but I now associate Land's Ends core customer based on who they chose to acknowledge as much narrower/more conservative then the general public, which kind of surprised me. There's always LL Bean

I digress, from the collection, the black and white basics and coats look nice but pricey, the brushstrokes look aimed at an older customer than the models to me?

That's funny! They should have gotten Gloria as their Chanel model, and less as a feature story/interview. Still would have alienated their core clientele, but the relationship would have been different.

LaPed

Canvas strikes me as a direct competitor to LLBean Signature, but not done quite as well. Brands typically associated with an older demographic trying to reach out to younger and/or more high-end consumers. I think that strategy is inherently hit-or-miss because you risk compromising brand integrity... However, my favorite oxford shirts are old Canvas -- they fit me much better than the standard LE line, and the fabrication is much nicer. I'm not seeing anything too exciting this time around, it all looks a little bit too fashion-y and, yes, quite a bit higher pricepoint it seems. They look like a good alternative to BR, Loft, etc.

That Gloria Steinem debacle definitely changed my perception of LE's customer base. Does it have something to do with all the school uniform sales? Are church-affiliated schools really such an important revenue stream for them that they can't even *nod* to second-wave feminism? (IIRC the original interview was not overtly political in anyway, just typical inspiring-women stuff).

JAileen

Thank you for reminding me about Gloria Steinem. I guess LE uniform sales are huge. I used to buy a lot from them. I'll have to think this over.

If I were to shop at a store that has views that I oppose, the truth is that they are just getting more money to pay lobbyists to fight against my views.

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