Posts tagged ‘Lands End’

As I bid farewell to 2009, I reflect on the events that have affected my life. Some of them were unanticipated surprises, some were not. No matter what, regretting anything is not on my agenda, nor will it be!

To celebrate, I offer this simple pattern that I created to be used with the cotton/wool blend yarn that the Lands End folks had given me. The Cross Skull Cap requires around 65 grams of worsted weight yarn at the largest size. I was able to use 50 grams for the medium one. To queue it in Ravelry, click the bolded title of the pattern. Enjoy! =:8

Cross Skull Cap
Sizes: Small (Medium, Large) to fit Child (Teen, Adult)

Notions and Yarn:
tapestry needle
4 stitch markers (ideally 1 is different than the other 3)
65 grams of worsted weight yarn
**Note** I have tested this pattern with 2 balls of Berroco Pure Merino, 2 skeins of Naturally Merino/Soie, 50 grams of Lorna’s Laces Shepherd Worsted, 60 grams of Lands End cotton/wool (similar to Cascade Sierra), and 1 skein of Manos Worsted

Needles:
Size US6 (4.0mm) 16-inch circular needles
Size US8 (5.0mm) 16-inch circular needles
Size US8 (5.0mm) > 32-inch circular needles or
Size US8 (5.0mm) double-pointed needles

Gauge (in stockinette):
4-1/2 stitches per inch, 19 stitches over 10cm
6 rounds per inch of height
**Note** I adjusted my needle-size according to each yarn that I swatched and the desired fabric result. For the Naturally Merino/Soie, I used 4.0mm and 4.5mm; for the Lorna’s Laces SW, I used 4.0mm and 5.0mm; for the Berroco Pure Merino, I used 3.75mm and 4.5mm instead. Use whatever needles that will give you gauge.

Stitches used:
Knit (K)
Purl (P)
Knit 2 together (K2T)
Slip slip knit (SSK)
Yarnover (YO)
Pass marker (PM)

Directions:
Using the larger circular needle, cast on 64 (72, 84) stitches, place marker to show beginning, and join in the round without twisting.

Using the smaller 16-inch circular needle, do K2P2 ribbing for 1-1/2 (2, 2) inches (Depending on gauge, can vary in number of rounds. I varied from 10-12 rounds due to the different yarns for the adult size.)

Change to the larger 16-inch circular needle. Knit all stitches in the round for 3.5 (4, 4) inches to total from cast on at 5 (6, 6) inches – roughly a total of 30 (36, 36) rounds. On the last round before reaching the stated length, place 1 of the 3 remaining markers every 16 (18, 21) stitches.

Decrease Row 01: Knit until last 4 stitches before marker, K2T, YO, SSK, PM. Repeat 3 more times to complete the round.
Decrease Row 02: K2T, YO, SSK, knit to marker, PM. Repeat 3 more times to complete the round.

Repeat Decrease Rows 01 and 02 until 6 (8, 8 ) stitches are left in each of the 4 sections – 24 (32, 32) stitches total overall.

K2T around for 2 rounds – 6 (8, 8 ) left overall
Break yarn (if necessary) and thread it through remaining stitches to secure.

ALL RIGHTS RESERVED – These copyrighted patterns are for personal use only, and may not be used for profit without pattern owner’s consent. Please contact Kimberly Nicdao Reynolds for more information or questions regarding these patterns.

For many weeks, I have been biting my tongue whenever I remembered the crime scene. I had walked into the Natick Mall Sears to participate in what I expected would be a busy 3-ring circus. Why the expectation? Lands End was hosting two of the knitting world’s rockstars, Kate Jacobs and Vickie Howell, in an event to knit hats for the homeless. Since the e-mail I received about this event was very last minute, I was worried that I would be lost in the crowd of fans. Instead I was in a front row seat to witness Lands End’s failure to reach a highly sought audience for their targeted goal of 250000 knitted hats.

With today’s fluctuating economy, savvy businesses utilize social media tools to increase their customer base. Being active in the realm of weblogs, podcasts, and online networks have enabled these businesses to advertise their products and services. For specific niche markets, narrowing the target to reach a solid customer base is a must to reaping high ROI. Lands End’s charity drive stop in Massachusetts is an example of how not to use social media.

In chatting with Kate, Vickie, and the woman who represented Lands End’s charity drive, I discovered a few keys affecting the low turnout of knitters (about a dozen at most) who appeared:

- The lack of utilizing Ravelry – a worldwide social network for knitters, crocheters, and weavers.
It seems that a particular publishing company dislikes its knitting authors to be on Ravelry. This publishing company feels that the authors would be wasting time and should be writing books, even if there is a group dedicated to specific authors. Because of this break in communication between the author and the readers, the author has no way of announcing appearances or news. Lands End had also contacted the owners of Ravelry to promote their charity. Unfortunately, it would not be feasible nor fair to the hundreds of charities that other Ravelry members promote themselves (mine happens to be Sweet Binks Rabbit Rescue). If protocol were followed, the suggestion that Lands End sign up for a Ravelry account would have been made so as a member, Lands End could easily promote themselves by creating their own group or contacting the local groups where their charity drives would be visiting. From my last check, Lands End did not follow that suggestion.

- Publicizing to a group located nowhere near the scheduled events.
Where the events were located is over an hour’s drive from the group base. The Greater Boston Knitting Guild meets in Boston. The events were at Burlington, MA and Natick, MA. Both areas require a long bit of driving, and do not allow easy public transportation. Since only that Boston guild was contacted, only one other guild was shared that news, the MetroWest Guild of which I am a member. How I had learned of the events was through a last-minute e-mail sent a couple of nights before the scheduled dates. It was sent as an “FYI, in case you are interested” type of feel. There was no “Wow! Come help Kate and Vickie knit hats for charity”" excitement. The small amount of notice made it difficult for many to plan on attending. Another note is that Lands End stated they had sent newsletters to its customers asking of any of them knitted to come and participate in the events. I quizzed a number of Massachusetts residents afterwards and not one received such news. Many of them were unhappy at missing the opportunity.

- Ignoring the power of local popular figures and specialty shops to promote the events.
Every town and city has their own respected community rockstars. They are many in New England, particularly Massachusetts, for the knitting world. Designer Kristin Nicholas, Julia Farwell-Clay of Twist Collective, Pam Allen of Classic Elite, Kathy and Steve Elkins of WEBS, Guido Stein of “It’s a Purl, Man” – these folks are just the tip of the iceberg. With the location of the scheduled events, it would have been more lucrative to include nearby New Hampshire and Rhode Island. This fibery network of community rockstars do connect with one another, and could have helped Lands End promote the charity events. By not including the local yarn shops and stores, Lands End failed to spread the word effectively, particularly in the locations where the events were scheduled.

I sometimes find myself reflecting on that Saturday when I met the small quiet crowd who came to the event. I always end up shaking my head in disbelief on the lack of the numbers that could have been. Since that day, I noticed that Kate is now on Twitter (another network she was told not to participate), and I wonder if it is really her or her publisher. (Update 2009-11-19: I was informed that it definitely is not her publisher, but I still think that the Tweets sound like hollow marketing.) I am just glad that Vickie is the real deal online, and that contacting her results in genuine responses. =:8

There is something about the term “knitting rockstar” that can make those who love yarn swoon. The idea that somebunny who is admired for his/her talent and foresight will be in the area, and that meeting him/her is possible? I am pretty much resolved to do so.

When I received an email from the MetroWest Guild that both Kate Jacobs of “The Friday Night Knitting Club” book and Vickie Howell of the “Knitty Gritty” television series were offering a chance to hang out and knit with them, I made the firm decision to do so on Saturday. To my great surprise, not many folks appeared, but at least I did get some awesome photos of both Kate and Vickie.

Hopefully next time, Land’s End will be able contact more of the local community and host their next “Knit with Rockstars for charity” in the city. I look forward to the possibility of doing so again! =:8