Lands' End, Inc. Common Stock 2026 Global Consumer & Retail Conference

I am a If you strip off all the veneers of titles and success and failure, I am a math geek turned digital marketer turned e-commerce operator. That is really what I have done my entire career. CEO four times, twice as a founder, twice as a private equity operator, and then did chief digital officer work for larger brands like Tumi, Samsonite, Lucky Brand. I think what attracted me to this job is exactly what you just said, is that I think brands today are a bit of a cheat code. If you have a brand and you can actually amplify it in a way, and if you combine the best of what it means to be a creatively driven brand with modern day digital talent, I think that is the real vision for Lands' End.

Because we have an unfair advantage of 60 years of data because we are not just a brand, we are a direct consumer brand and a catalog brand, so that data really is something that if you can unleash it using technology, it is going to be a fun ride.

That is the vision is I think Lands' End has to be the most progressive digital company in the world. I know that sounds a little bit highfalutin, but I can promise you that is sort of where we are trying to take the business.

If you think about, there's this buzzword in e-commerce that's been overused for a decade, and this concept of personalization. Really it's been a misnomer because most people have actually been driving segmentation as opposed to personalization. But with just the macro AI horsepower at our fingertips today, if you build the correct engine behind your website, behind your stores, behind your CRM practice, it can be truly transformative to the customer experience. I'll give you a real example, something we rolled out 6 days ago. Imagine a world where you have multiple sets of data, both customer data of your past purchase history, browsing behavior, email open, send, click, whatever it might be. Then we basically say, "Okay, these are the 5 promotions that you can use.

Let's say one's 10% off, one's 20% off, one's 30% off, one's buy one, get one free, whatever. Those are the promotions, and here are the 4 categories we really want to push. Outerwear, sweaters, cashmere and bottoms. Then you basically just say, "Go." The next thing that happens is you get a custom text-based email that says, "Hey, Dana, we noticed that last year you bought the Squall outerwear jacket in blue. We wanted to let you know it was just marked down, so if you wanted other sizes, we'd give you 20% off." Zero human in the loop. Zero. We rolled that out 6 days ago, and we're seeing open rates about 4X that of a typical email. That's a perfect kind of anecdotal example of what an AI engine can do.

Where, if you think about what I just said, you have predictive behavior of your past purchase history. If I had your browsing data, even better, because maybe I know you have a proclivity for blue or small or whatever it may be.

I walked into that one. Imagine that in creative marketing on Instagram. Imagine that on our website. Imagine that on our product description pages where you land on it, and the photography is literally different for Dana than it is for Bernie. All that stuff now is readily possible if you have the correct engine behind your business. That's really what we're looking to build, and we're in the process of building. I'm really proud of this concierge pilot we just rolled out because between Bernie and I, we have 12 years and 2 months of Lands' End experience. For us to pull that off in my first 2 and a half months, I'm pretty stoked about it.