It's time for a rant.
Let me begin by saying that I LOVE Lands End clothing. The stuff they make, especially for kids, is high quality, lasts forever, and isn't crazy expensive when you consider that they can be worn for years. I love them because they take returns with no hassle. And they make jeans that look good on a 5'2", 110 pound woman who is neither curvy enough nor tall enough for most of the other jeans companies to bother with, unless I want to wear big pleated high-waisted mom "slacks." As if.
But here is my main beef with the good people at Lands End. I just received their Kids Catalog in the mail, and for the third straight catalog in a row, every single child pictured is white. I'm not kidding. I know they are based in Wisconsin, so maybe it's not the melting pot of America? But this is 2007 and I just kind of think that in order to end up with three completely caucasian catalogs, you have to be making an effort in that regard. How do you call for a bunch of kid models in 2007 and only end up with white ones? And not just white ones. I mean Aryans. There's not even a single kid in there who looks like his surname might be Tucci or Melfi, much less Jiang, Lin, Beah or Toure.
So I sent them an email, telling them everything I told you in Paragraph one, and adding that my daughter has noticed that no one has brown skin or non-caucasian hair. She looks at the catalog and says, "she not have my hair, she not have my hair either..." It's not like they should have a quota of non-white children in their catalog. It's just that their catalog should more accurately reflect their customer base, not to mention the country in which they do business.
And that's my primary point, beyond how it makes little kids feel to notice that "there are no brown girls" in a catalog. It simply seems to me to be good business practice: make your customers feel at home while appealing to a broad potential customer base. I love Lands End, but a few more all-white catalogs, and I'm going to consider them a bad investment of my inter-racial family's money.
Feel free to let them know if you agree.
LandsEnd Go to the very bottom of the page and click on Contact Us.