Shares of Lands' End (NASDAQ: LE) are up 9.7% compared to where they closed last Friday, according to data provided by S&P Global Market Intelligence. While there was no company-specific news that would account for the jump in price, the clothing retailer did receive favorable coverage last weekend about Lands' End's plans to go after the Gen X demographic.

An article on CNN, and a similar story a few days later on Business Insider, pointed out how Land's End had previously pursued millennials and Gen Z to "catastrophic" effect. The stories noted baby boomers are its most loyal customers and there was a demographic immediately behind them that tended to be underserved.

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Source Fool.com