Fashion company hires glamorous CEO to attract younger customers

A fashion company aims to attract millennials with a new glamourous CEO.

Lands’ End has struggled to attract teenagers and young adults to buy its clothes, but the company is looking to change that with the help of its new CEO.

Federica Marchionni was hired by the company in February. Since then she has worked to turn the company around. Land’s Ends’ sales have dropped from $1.7 billion in 2012 to $1.55 billion in 2015.

One of the company’s problems is that while it is popular with kids and parents, teenagers and young adults are not that keen on buying the brand’s clothes.