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Why we call ourselves Direct
Merchants
Richard C. (Dick) Anderson, who
succeeded the founder as president of Lands' End, is generally credited
with coining the defining phrase — "Direct Merchant" — which distinguishes
the Lands' End label. Here he shares the moment he created it and his view
of its singular importance, in a talk given in 1991 to the Direct Marketing
Association, an industry group.
When I first became involved
with Lands' End as a director in 1978, it was on the strength of my extensive
experience in advertising. And both Gary Comer and I wanted to convey
the uniqueness of the Lands' End experience. Somehow, reflecting on how
best to do this, on a trip through the warehouse, my guide — the
manager, chose to say: "I just wish we didn't have to call our business
mail order." Mail order, at that time did not enjoy the most savory reputation,
you may remember.
This triggered in me a vision
of the original great merchants of British history, for some reason or
another. The way they prowled the seven seas and brought treasures back
to London from the four corners of the earth, and a phrase occurred to
me which is now a part of our name and certainly a part of our philosophy.
We are, as you will recognize...direct merchants.
I call this to your attention
because the majority of you in attendance here — and I who represent
Lands' End — may differ widely in the ways we do business. But, however
distribution possibilities evolve — old ones, new ones — we
share the same identity. We are all merchants. And for me, that is an
honorable and vital identity — even in this day when it is fashionable
to hold forth on the subject of marketing in all its forms. I don't decry
that exactly, but I'm more comfortable considering myself a merchant.
And here's why. In my view...
- A marketer deals with many;
a merchant deals with one.
- A marketer moves from the
mind; a merchant moves from the heart.
- A marketer is logical;
a merchant is perceptive.
- A marketer does business
across the world; a merchant does business across the counter.
- And finally, a marketer
bets his all on a System; a merchant bets his all on His Store.
Fellow merchants, I salute you
on behalf of each of the 5,500 employees of Lands' End, in whose behalf
it has been my privilege to address you.
They thank you for that privilege.
As do I.
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