The case describes a hugely successful example of IT-driven strategy, the Lands' End custom tailored apparel initiative. In less than a year, 40% of Lands' End customers buying chinos and jeans from the firm's web site were buying tailored products. Over 20% of these customers never made a purchase over the web before. The case explores mass customization and web-based customer service initiatives while providing a rich opportunity to discuss the sustainability of competitive advantage derived from IT-driven strategic initiatives. The case also describes the cross-organizational and cross-border supply chain that Lands' End and its business partner, Archetype Solutions, Inc constructed as well as Archetype's extension of that chain to other retailers.
Ives, Blake and Piccoli, Gabriele
"Custom Made Apparel and Individualized Service at Lands' End,"
Communications of the Association for Information Systems:
Vol. 11, Article 3.
Available at: http://aisel.aisnet.org/cais/vol11/iss1/3