Plus Size Women Speak: Lands' End Listens

The Outerwear Headquarters 2010
Customer Feedback, Plus-Size Fit Models, Wear Testers and Brittany Gibbons of Curvy Girl Guide Influence New Plus-Size Collection from Lands' End

DODGEVILLE, Wis. (September 5, 2012) – For nearly 50 years, customer feedback has become an integral part of the design process at Lands' End, and when it came to designing the Fall and Winter 2012 Plus-Size Collection, this couldn't have been more true. Over the past year, the design team has relied on feedback from plus-size women around the country, as well as the real women the company employs as fit models and wear testers. The feedback resulted in new Lands' End Plus-Size Exclusives and modifications to make the fall collection even more flattering, desirable and beautiful.

“This season, more than ever before, the feedback from plus-size women has dramatically influenced our collection,” said Celeste Risimini-Johnson, VP/GMM, Women's Special Sizes for Lands' End. “From high-quality fabrics and pleasing fits to colors and added femininity, we wanted to be sure we were offering the most flattering, comfortable styles that every plus-size woman would be excited to wear.”

Partnership with Brittany Gibbons
Furthering the company's commitment to hear directly from real plus-size women, Lands' End has partnered with Brittany Gibbons, founder, Curvy Girl Guide. As the editor of the popular online magazine dedicated to celebrating real women, Brittany regularly offers what she defines as "real" style advice. Through the partnership with Lands' End, she is sharing this advice, her infectious wit and style tips in the catalog and in a series of videos that can be seen on Lands' End's YouTube Channel (www.YouTube.com/landsendvideo).

“Every day women reach out to me through CurvyGirlGuide.com looking for relevant tips and fashion advice,” said Brittany. “It's great to see a company like Lands' End dedicated to getting it right, listening to and offering women what they are truly looking for in plus-size fashion.”

2012 Lands' End Fall/Winter Plus Size Collection So, what do women want when it comes to plus-size apparel? Great fabrics, fantastic fits, a hint of femininity and options just like those that are available to their smaller-sized girlfriends – that's the feedback the design team received from real plus-size women. As a result, Lands' End has delivered with fall/winter plus-size trends that are sure to please. Season stand-outs include:

Colorful Chinos – The new color-rich chino collection offers on-trend shapes, such as the cropped Ankle Chinos that come in an array of colors ranging from Dijon Gold to Light Raspberry Wine. A few other chino styles to note include Straight-leg, Boot-cut and Wide-leg Chinos. These pants have a hidden agenda: tummy control. Concealed interlock panels behind the front pockets of the Lands' End Tummy Control Chinos provide discreet control offering a slimmer look and feel incredibly comfortable.

Flirty Feminine Dresses – Plus-size women have also requested feminine dresses for fall. Lands' End listened and is offering a collection of ponté dresses exuding effortless style with a hint of romance. Beautiful plus-size dress looks include the Beautiful dress looks from Lands' End include the Georgette Ruffle Dress, Sleeveless Ponté Sheath Dress, Crepe Jersey Tie Dress and the Drapey Ponté V-neck Dress. Many are available in solids and prints, and all of the dresses are simply gorgeous worn alone or layered with a cardigan or jacket.

Bring on Belts – Lands' End is also responding to feedback about the need for belts and other accessories for plus-size women. This fall, Lands' End is rolling out its own line of figure-flattering belts, crafted from high-quality leather and made specifically to flatter and fit larger women. With nearly a dozen styles and colors to choose from, the new plus-size belt collection highlights the quality shoppers have come to expect from Lands' End.

About Lands’ End
Lands’ End® is a classic American lifestyle brand with a passion for quality, legendary service, real value and a simple two-word promise to stand behind everything it sells: Guaranteed. Period.® Lands’ End delivers timeless style for Men, Women, Kids and the Home at landsend.com, 1-800-800-5800, the Lands’ End Shops at Sears and around the world. Lands’ End is a proud member of Sears Holdings Corporation (NASDAQ: SHLD).

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