Wrong Audience?

Walking past Sears today and their front of store display caught my eye.  The store in our local mall typically features a Lands End display, so this was not out of the ordinary.  What took me by surprise was the marketing of Lands’ End clothing to “spring breakers.”

One I think of spring breakers, I do not think of college students drinking and partying in clothing from Lands’ End.  The map features the apparent route one would take from Dodgeville, WI, the headquarters of Lands’ End and Daytona Beach, one of the college hotspots. Maybe if the marketing spoke of spring vacation with the kids and the map destination was Disney, it may be more on target.

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