Land's End: AI-Powered Catalog Content at Scale
How Land's End transformed their 60-year-old catalog from static print into living media, driving double-digit growth on Amazon and creating significant marketplace expansion.
Problem
"The Land's End catalog has been our primary marketing vehicle since 1963, when the brand was founded... The thing is, the catalog really hasn't changed. It does the same thing. We put it together, we mail it, we put it in a mailbox and it comes back and people buy stuff with it."
"I have a very passionate relationship with this catalog. It is a wonderful representation of our brand. It is a physical manifestation of our brand. It's a very powerful tool. I love it. But I also hate this thing. It is slow moving, it is ponderous, it is non-personalized. For a brand like mine who needs to be trend relevant and show up in the market and be able to be nimble with our assortment at any given time, that's a really difficult vehicle to work with. What if AI could help us take all things I hate about this thing and make it better?"
— Matt Trainor, VP of Brand Marketing, Land's End
Alephic Solution
Alephic built an AI system that constantly pulls from LandsEnd.com to generate on-brand catalogue pages dynamically, treating the catalog as living media rather than static print. The system maintains Land's End's voice while enabling instant catalogue variations for web, email, Amazon, and print, all from a single interface.
Impact
"It's a really instant impact on our sales on Amazon. I mean double digit growth."
— Matt Trainor, SVP Head of Marketing, Land's End
"Domestically, we sharpened the customer proposition between .com and our third-party marketplaces using a proprietary AI tool to maximize ranking through application of product titles and descriptions. This has created significant growth across our marketplaces."
— Andrew McLean, CEO, Land's End
Earnings Call, June 6th, 2025
Watch: Catalog as Dynamic Media
Matt Trainor, VP of Brand Marketing at Land's End, shares how they transformed their iconic catalog into living media with AI-powered content generation at BRXND NYC 2025.
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