Lands’ End is providing a way to feel good about shopping and giving this fall with the launch of its FeelGood Campaign.  For every Lands’ End FeelGood sweater purchased, the company will donate signature FeelGood yarn to Warm Up America!, a nationwide knitting charity dedicated to knitting and crocheting blankets for families in need.  Lands’ End expects to donate thousands of pounds of yarn to the charity where volunteers plan to knit or crochet 7″ x 9″ “squares” which will then be connected by Warm Up America! volunteers to make blankets to be distributed to those less fortunate. “We are excited to build upon the success of last year’s campaign.  We were truly impressed by the number of people that embraced the Lands’ End FeelGood initiative and look forward to another successful year,” says Susan Sachatello, Lands’ End CMO.  “By working together, we can all do something amazing by bringing warmth to thousands of families in need this season.”

Lands’ End is just one of many brands choosing to participate in cause marketing campaigns—a strategy that has proven to work well especially with female consumers.  During his 2009 M2W® presentation, Mike Swenson, EVP/CMO of Barkley, stated, “We’ve known for some time that when a brand uses its power for good, consumers respond with their hearts, loyalty and purchases.  No other consumer demonstrates that more than women.”

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