Land's End is all about the casual lounger and traveler; casual clothes, casual luggage, furnishings for the casual home. Unfortunately, they may also have taken too casual an approach to their business plan, and now they're paying the price. Being connected with the struggling Sears didn't help, but former CEO Federica Marchionni is believed to have made some inexplicable errors in his management of the firm.
One of these errors was branching away from the goods that Land End was known for and launching 'Canvas'; a specialist in-house brand designed at younger and more fashionable people than the average Land's End customer. The products didn't resonate with the intended market, the existing customers felt alienated, and the new line was a disaster both commercially and in terms of PR. Sometimes, it's best to stick with what you're good at.