Former Dolce & Gabbana executive Federica Marchionni is the new CEO of American brand Lands’ End, but why would Lands’ End need a CEO with high-fashion experience? 

“Lands’ End, I guess, needs a little shot of fashion,” says Kate Betts, a fashion journalist.

The Lands’ End brand was lost in the shuffle, leaving many confused as to what separates the American clothing maker from other similar staple brands. “It’s definitely been in the shadow of very authentic American brands like L.L. Bean for awhile,” Betts says.

What can Marchionni do to differentiate Lands’ End’s style?

“She’s going to pick a merchandiser, and that merchandiser is going to be instrumental in making the floor of any sales space look unique in a way that catches the consumer’s eye,” Betts says. ” And keeps the consumer coming back.”