Lands' End on Tuesday named Gerard Cunningham, a former Gap executive, as chief marketing officer. The multichannel unit of Sears Holdings says it aims to use studies and insights from shoppers in its
marketing approach. Cunningham had been Gap Inc.'s vice president of operating strategy. According to Lands' End, he brought analytical and customer insight work to Gap that led to better customer
experiences at the Gap, Old Navy and Banana Republic chains. Sears is continuing to experiment to find the best way to integrate the Lands' End brand, and its higher price point, into Sears
stores.
