Retail / news
Lands' End Brings 'Tote Tailgate Tour' to Three College Towns
Lands' End is mounting a college football marketing campaign this fall, including a new clear tote bag and game-day events in Bloomington, Ann Arbor and Oxford, as it works to reach new shoppers.
The retailer partnered with Instagram influencer Lindsey Bosway, a Midwest mother of three with 120,000 followers, for a paid post over the weekend in which she showed off her outfit while heading back to her alma mater for a football game.
Last month, Lands' End introduced a clear tote bag, a variation on its signature canvas tote, designed to meet the bag policies of various sporting venues.
The brand is also hosting what it calls a "Tote Tailgate Tour" on game days in three college towns: Bloomington, Indiana; Ann Arbor, Michigan; and Oxford, Mississippi. The tour is being run in partnership with Hilton's line of Graduate Hotels.
Chief Marketing Officer Sarah Sylvester, who joined the company a little over six months ago as its first CMO in nearly a decade, described the college football strategy as an effort that addresses multiple priorities for the brand.
The push is intended to introduce Lands' End to a broader range of shoppers beyond those who know the brand mainly for its best-selling canvas tote bag or who have subscribed to its catalog for years.