Lands’ End has always been on the leading edge of online retailing technologies, most of which emphasize personal marketing and customers to create a 3-D model of themselves to “try on” clothing. Lands’ End “Get Live Help” enables customers to chat online with customer service representatives; Lands’ End Custom allows customers to create custom crafted clothing built for their personal measurements. While customized clothing built online was thought to be a gimmick in the early years of online retailing, today, 40% of Lands’ End clothing sold online is customized. In 2003, Lands’ End was purchased by Sears (which itself was purchassd by Kmart in 2004) and then was spun off as an independent company again in 2014. In 2014, Lands’ End was 13th on the National Retail Foundation’s Favorite 50 survey (Kroll, 2014). Features that garner praise include live video chat, product recommendations that reflect a shopper’s preferences, content display based on the shopper’s location and referral source, and iPhone and iPad apps that deliver Lands’ End catalogs to mobile users. The digital catalogs contain exclusive content, including stories written by Lands’ End employees. Shoppers can also visit Lands’ End on Facebook, where it has over 1 million Likes. Shoppers can send Lands’ End e-gift cards directly from Facebook. Lands’ End also has a Twitter pressnce, where it has over 55,000 followers, and 34 different Pinterest (Landsend.com, 2014).