Six months after the launch of L.L. Bean’s Signature and Lands’ End’s Canvas, let’s see how their new ventures are progressing. From the sites’ consumer reviews and the number of discounted merchandise, I hypothesize that neither has been hugely successful at catching the eyes or purses of young consumers.
L.L. Bean, I wanted to buy a few products from you (thinking of the rose chambray, the yellow pintuck top, and various shirt dresses), but you know what, between the content of the reviews and the profiles of the reviewers, I could not commit. The reviews on most items were pretty good, although some people complained of the fit of the garments and color accuracy of the pictures.
As I mentioned in a post when the site launched, I was looking to see how the profiles of the purchasers would change. Mainly that their would be a difference between L.L. Bean main site consumers and Signature line consumers. There wasn’t. The same people who buy on the main site are now buying from Signature. I have to admit this is a barrier for me. As someone who has a proclivity to dress like an old lady, I try specifically to find items that young people wear. Seeing that mature women, who have a love of gardening and cats, are buying the products that I considered really scared me. (Immediately clicked over to shopbop to get back my bearings.)
Also, as L.L. Bean is supposed to be a great American company, and with the Signature line they are offering reprised classic items, like leather totes and fisherman’s sweaters. But how can they justify offering a leather tote for $199 that is made in China? My friend bought one when during the pre-sale before the site opened officially and was disappointed to see the “Made in China” tag.
I will have to say that I love that you have the “Key Looks.” Also, I like the styles offered- great for work and for play- but I just need to see an improvement in quality in the reviews before I commit. Like many young professional women, I have outgrown Forever 21, and am seeking new places to spend my cash. L.L. Bean, you could be that place, but first you need to freshen yourself up.
As marketers say, “fish where the fish are.” To get younger consumers interested, why not take a page from Revolve Clothing and incentivize people to visit your facebook page and become fans?
You could join Shopstyle and setup a”Signature Looks” group where you have a moderator who invites users to create looks inspired by a key Signature piece. Or contests to create an outfit out of entirely Signature pieces. Even offering to post the winning outfits of the contests in the Lookbook on the site. Many young women on the site are aspiring stylists and would jump at the chance to be featured on your site. Might also want to become a brand featured on the site.