Doron Levy

L.L.Bean Tries to Go Younger

March 16, 2010

FROM RETAILWIRE:
When Julia Winder, a 20-year-old college sophomore from Princeton, N.J., spoke with The Boston Globe, she said exactly what L.L.Bean wanted to hear. "This is more of a preppy East Coast style rather than just an outdoorsy Maine look." The "this" Ms. Winder was referring to was L.L.Bean's new Signature line of clothing aimed at young adults. Is L.L.Bean on the right track trying to expand its consumer base with the Signature line?      [more...]

Expanding the line and attracting new customers? Sounds like a good plan for any retailer. I agree that the apparel industry has its own set of unique challenges as everything they sell is visual and could be instantly rendered obsolete. L.L.Bean has a general enough assortment that their Signature line could fit right into the current mix nicely.