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Brand Loyalty Biggest Hurdle to Lands' End Takeover by Sears, Says Manager.
Knight Ridder/Tribune Business News, February, 2003
By Doris Hajewski, Milwaukee Journal Sentinel Knight Ridder/Tribune Business News
Feb. 27--Madison -- When Sears, Roebuck and Co. announced in May that it would buy Lands' End Inc., some of the catalog company's loyal customers were so upset that they started sending sympathy cards to Dodgeville.
Then there were the snob letters from lovers of the brand who were appalled that Lands' End clothing would be sold at Sears:
"We won't wear the same kind of clothing that the help wears," sniffed one well-heeled Lands' End aficionado.
It turns out that the same customer loyalty that made Lands' End a top catalog and apparel brand was the hardest hurdle for the company's public relations department when the news of the deal hit in the...
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