menu

Bringing L.L. Bean To A Younger Audience

Bringing L.L. Bean To A Younger Audience
Advertising

Traditional American clothing brand L.L. Bean is successfully targeting a younger audience with its Signature Collection.

Tarik Fontenelle
  • 29 march 2010

L.L. Bean is one of those traditional American brands that pride itself in durability, quality and tradition. Offering a lifetime guarantee on the apparel and outdoor equipment that has made it such a renown name, the brand hasn’t, in it’s 96 year history, ever really been associated with cutting edge fashion. Yet, interestingly enough, this is exactly the new found position the brand is taking up.

Through support from forward thinking style blogs such as Street Etiquette, who have emphasized the real wear-ability of their products, the brand has been exposed to a whole new audience. The perennial L.L. Bean consumer could typically be defined as 40+, middle class and white, something which has began to change over the past few years.

With a new Signature Collection that brings contemporary design to the classical element of L.L. Bean, a young man called Charlie Carey, a 19 year old freshman from Bates College, Maine, approached the history rooted brand offering help in bringing the company to a more youthful audience. Through grass root marketing means, and participation from his ‘team’ of young adaptors (he has gathered students from across the Northeast), Carey has engineered product placements, catalogue distributions and hosted trunk shows in an attempt to redirect young consumers towards the brand. This culminated last week in the organization of a launch event of the Signature Collection alongside that of a new site to host the line.

Recognizing the quick influence of creating a buzz amongst the target market, L.L. Bean quickly jumped at the opportunity to engage and interact with these young consumers on a more interactive and genuine level. This was seen as a necessity; a new direction for a brand, particularly one steeped in so much heritage, can be tricky to say the least. Carey and his spritely team are very much along the way to achieving this interaction and level of engagement necessary for a brand to tip, and, in doing so, perhaps emulating what the Lower East Side of NYC did for Hush Puppies in the 90s.

L.L.Bean

Advertising
Trending

Editorial Roundtable: What A People-First Workplace Must Prioritize First

Work
Syndicated Yesterday

What Could The Highway Of The Future Look Like?

As technology for automated vehicles improves, there’s a sharper focus on building a ‘smarter’ infrastructure where they can thrive

Design Yesterday

Plastic Wind Trees Are Bringing Sustainable Power To Residential Homes

These French-made turbines are offering a small, aesthetically pleasing approach to affordable personal energy

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Home Yesterday

Dyson’s Wi-Fi Connected Fan Purifies, Cools & Heats The Air

The new luxury home appliance aims to be an all-in-one device for the connected home

Education Yesterday

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going

PURPLELIST EXPERTS

Erica Kochi

Development, Social Good, Technology

Advertising Yesterday

Brewing Company Turns Car Emissions Into Ink

Tiger Beer has created a sustainable process to transform air pollution into supplies for street art

Design Yesterday

Space-Saving Sofa Has Extra Furniture Hidden Inside

Living in an apartment with limited space? This three-in-one bed transforms based on your needs

Culture Yesterday

Browser Extension Blocks Any Pages That Make You Unhappy

The software can detect your facial movements and prevent content that brings up negative emotions

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Automotive Yesterday

Reserve Your Parking Spot Before You Even Get Behind The Wheel

A new Ford app allows drivers to select and arrange for a space in a garage to be available at the end of their journey, so they can travel worry-free

Work Yesterday

PSFK’s Workplace Vision: The Desk Is Becoming An Ecosystem Of Satellite Workstations

Our Future of Work vision is an app that frees employees from the tyranny of a static desk

Food Yesterday

A Tiny Amount Of This Powder Could Block All The Bitterness In Food

A new substance made from mushrooms can bond with taste receptors on your tongue to overcome unpleasant flavors

Asia Yesterday

Whimsical Dental Clinic Design Aims To Calm Patient Fears

Cheerful colors and a nod to the comforts of home are design elements tactfully aimed to help people relax

Mobile Yesterday

Messenger Service Only Delivers You Updates Three Times A Day

Formal is a new app designed to help people ignore the constant stream of texts from their phone and focus on what's in front of them

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Design Yesterday

Movable Vacation House Constructed Using Concrete Boxes

The 4,000 square foot building is made up of modular frames so it can be relocated if needed due to coastline erosion

Design Yesterday

Redesigned Electric Fan Collapses For Easy Storage

Conbox can be kept in pieces and packed away when not in use

Ai Yesterday

LawyerBot Is Now Helping Homeless People Qualify For Government Housing

This robot helps people get out of parking tickets and provides free legal advice to those in need

No search results found.