Lands’ End Hopes to Warm the Homeless

Apparel merchant Lands’ End has teamed up with the National Coalition for the Homeless to collect gently used coats for the needy. The merchant will give consumers a 20%-off coupon for each coat donated to the Big Warm-up.

Nick Coe, president of Lands’ End, said in a statement that Big Warm-up was inspired by a local initiative in Boston known as the Big Boston Warm-up, which Lands’ End has pledged its support to.

The campaign includes a public art display in Boston’s Boylston Plaza at Prudential Center, which features 768 life-size figures, each representing 10 homeless men, women and children in that city. The display will be used to count down the number of coats collected.

Land’s End is ueparate Websites for the Big Warm-up and Big Boston Warm-up to educate consumers about homelessness and track progress of the campaigns.

The cause marketing initiative kicked off last week with an e-mail campaign that drove viewers to a custom video, one for women’s names and one for men. At the end of the video, the e-mail recipient’s name appears on the label inside a coat as a needy person opens it up.

Lands’ End is accepting the donations at Lands’ End Shops at Sears and at Lands’ End Inlets nationwide until Nov. 30.