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

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.

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