When you join a new company, what you notice in the first month becomes critical
to your leadership style and how nimbly you can be a then high performing team.
In our case we mentored the entire team on how to operate with greater speed and
create milestone previously deemed infeasible.
For example, we succesful build large scape pop up store that spend up
to 9,000 square feet on 5th Avenue New York in just 6 weeks.
Setting an unprecedented record in the company on store operation and
cascading a new wave of speed across the organization.
In this process,
the company was able to exercise a muscle that they didn't even know existed.
It created a sense of positivity that we could be nimble and adaptable.
In order to instill meaning to the brand,
we believe in leading the organization with purpose.
In particular, we have made sustainability and
corporate social responsibility one of our top priority as it strongly
resonate with the core values, history, and culture of the company.
We are determined to reduce our carbon footprint and
have already taken on a series of initiative.
Within my first 90 days we proudly announced the Land's Friendly initiative
on Earth Day last year.
To make the promise to plant one million trees
in partnership with the National Forest Foundation.
We also support the preservation of the Alcatraz Slidehouse Project and
have the creative opportunity to save this historical
landmark that is located right in the heart of San Francisco.
I believe that we are all born with certain aptitudes that we naturally
excel at and there are those which might be elusive.
A nimble adaptable environment we have found it important to find ways to not
just execute on our strengths, but identifies area of opportunity.
For example, we were rebuilding the product offer to heighten relevance and
reinvigorate our customer.
We seek to design with empathy, create and
capture value in our product offer in deep meaningful way.
Our core category strength lies in outerwear, swimwear, and accessories.
So we have reinforced these categories and launched a new sports line in addition.
We have also succeeded in rationalize assortment to make our offering
both timely and timeless, for men, women, and kids.
And introduce a new feet that appeals to divers, body shapes, and ethnicity.
In the longer term, we look to improve our sourcing structure and
strengthen our in-house design team to further elevate the design aesthetic
with an inset offering to transcend generation, culture and borders.
Many leaders focus on perfection and use that as a bar to evaluate employees.
However, the problem with that mindset is that it eventually cultivates a fear of
failing is that I found it useful to cultivate a culture that strives for
excellence.
What that means is that we continuously raise the bar for
the team to improve their performance.
For example our businesses center on catalogs as a customer channel.
We have elevated the catalog by improving the aesthetic content and
overall presentation.
If we were aiming for
the perfection, we would have staying on the same path of photography.
By aiming for excellence, we were able to step outside of the trajectory and
inject our catalogs with a dynamic personality and
multigenerational environment that really strikes a chord with our customers.
Envisioning ahead we seek to continuously embrace and adapt to advancement in
future innovation as we strongly believe in the invigorating and
the instructing power that technology has on changing the landscape of industry.
Ultimately, it is those companies with the most nimble structure and
the most cohesive culture that will be able to keep up with accelerating pace and
eventually prosper on growth, profitability and adaptability.
I invite you all to join us on this exciting journey.