One company found that injecting social commentary into its marketing plan was a quick way to alienate its customer base in 2016 and that was Lands’ End.
The clothier featured an interview with noted liberal activist Gloria Steinem in an Easter themed issue of its iconic catalog and conservative customers were not impressed. Very quickly, public reaction forced Lands’ End to remove the Steinem piece from its website.
We also noted that the Lands’ End launched an initiative to help fund one of Steinem’s advocacy organizations with the proceeds from monogramming fees.
“However, releasing a catalog that celebrates Easter, and the new hope presented by the meaning of the holiday, while simultaneously launching an initiative to support Steinem’s pro-abortion ERA Coalition is incredibly tone-deaf.”
Ultimately, the decision to celebrate a pro-abortion advocate like Steinem cost Lands’ End CEO Frederica Marchionni her job.