Gene Hoffman

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...]

Preppy East Coast style opens an additional audience door to reliable L.L.Bean to compliment their traditional customer base. Bean has proven they know how to well-satisfy their chosen customer target and they will adapt to the wants of today's preppy customers. Meanwhile L.L.Bean isn't going to lose their loyal outdoors Maine-look customers because are so customer-oriented. Like every good rifle, L.L.Bean will now have two strong sales barrels.