Two of their staples for men were the basic men's polo shirt and khaki trousers. Quality of the basic fabrics was high, and they always had nice details like collars that lay flat and buttons that didn't break. Founder Gary Comer began his business career in advertising copy writing, and I confess that the catalogs themselves were fun to read. They continuously reinforced in story the company's corporate messages:
- We provide wardrobe basics of the highest, department store quality, or better, at discount store prices, and we deliver to your door.
- Lands End spends a lot of time with our suppliers and designers to make the basics better. We pay attention to detail, e.g. rolled collar dress shirts as opposed to fused collars.
- If you're not satisfied, ship it back to us on our dime, no questions asked. And, this was actually true.
- You can always talk to us on the phone, and we're farm folks in Wisconsin who love to talk to our customers.