L.L. Bean is going to launch a “Signature” line, which follows on the heels of Lands’ End newly launched “Canvas” line. I find it interesting that both companies have decided to launch new lines aimed at the young adults. I’m assuming that both of their market research shows that they are primarily shopped by older consumers and that they may have perception problems among younger consumers. While cruising the L.L. Bean website, check out their reviews- most consumers seem to be over 45. Not that there is anything wrong with most of their reviews being written by older people, but being 25, I do wonder if I will agree with older women about the fit of garments. It also makes me contemplate why I am purchasing clothes that more mature women favor.
I do think that these two new lines can fill a void in the current market. From the Lands’ End Canvas site and the pre-launch of the L.L. Bean Signature site, both lines look similar in design to J.Crew, a modern take on classic items. Also, great offerings for young professionals.
What sets the lines apart from J.Crew is their price points; they aren’t as expensive as J.Crew. To me, that’s point to L.L. Bean and Lands’ End, and minus one to J.Crew. From my experience, L.L. Bean offers higher quality items than J.Crew as J.Crew’s items can be flimsy at times. Now that L.L. Bean will be offering clothes with more modern cuts, they definitely have my attention.
Signature L.L. Bean appears to be serious about giving the launch a strong start, they even snagged Maggie Rizer to model for their first marketing campaign.
