Dear L. L. Bean: I Love You, You’re Perfect, Now Change
On Twitter the other day, consultant Lois Geller commented, “I’d like to get my head around a dead or dying catalog and revive it too. Received a few pathetic ones this week: L. L. Bean, J. Peterman.” When I asked what she meant regarding the Bean catalog, as the company is usually help up as an exemplar, she replied, “I am a fan of L. L. Bean, and this catalog was just ‘same old’… no interesting offer, nothing exciting or new.”
Now that I’ve had a chance to riffle through the Summer 2010 edition, I see what she means. Even one of the three cover lines, “Lasting quality, same great price,” seems to go out of its way to emphasize the same-oldness (though I’m sure Bean sees it as reiterating its core values).
Classic brands, and brands that sell classics, struggle with a dilemma: They need to stay true to the offering (merchandise, creative, promotions) that has made it beloved by customers, but they also need to refresh that offering so as to impel customers and prospects to take enough notice to make a purchase. Or as Bart Simpson said when asked to define a paradox, Damned if you do and damned if you don’t.
What makes the situation even more challenging for Bean in particular is that its catalog is already doing just about everything right. Benefit-driven copy that includes all the necessary specifics? Check. Crisp photography? Check. A variety of spread layouts that flow well throughout the book? Check again. The most startling way it could introduce something new would be to do something poorly.
Short of taking that drastic step, what could Bean do? Maybe it could introduce a few different settings for its lifestyle shots. The typical Bean lifestyle shot takes place in a coastal town; there are lots of shingled homes, wooden decks, and docks in its catalogs. I understand the aspiration aspect of the brand, but wouldn’t it be a fun change to see a model wearing its linen separates while buying a soft pretzel from a vendor on Fifth Avenue in Manhattan (or outside Boston’s Fenway Park, if you want to remain in New England)?
Or Bean could integrate some of the features of its Facebook page into the print catalog. For instance, it could solicit more photos from customers showing off their Bean products and put the best in a spread. Or dedicate a page of the catalog to stills from its YouTube videos or clippings from the consumer magazines that have featured Bean items on their editorial pages.
Yes, it’s easy for me to talk. And I’m not privy to Bean’s ledger sheet or any tests it may already have conducted. But I think when you have someone who’s a fan, like Lois, feeling bored with the brand, it may well be time to shake things up a bit. Familiarity in this case may not breed contempt, but it could lead to something almost as bad: ennui.
May 12th, 2010 at 2:57 pm
I have always been a great LL Bean fan, and have bought lots of stuff from them.
I know it is important to stay true to your core brand values (which they do), and we also need to add personality to catalogs to keep our customers interested. Even Google plays with their logo on 4th of July, or Mother’s Day.
The great part of LLBean’s catalog was the inside letter, as it set the stage for what you’re buying…similar to Banana Republic when it was a catalog. Now, there’s no letter, looks the same, and Free Shipping doesn’t move the needle for me, if I”m not excited about purchasing.
Where’s the personality here? Show me places in Freeport, Maine…something that makes me remember that this is a new catalog, not the one I just got.
May 12th, 2010 at 3:51 pm
Seems to me that the great Bean attributes + the innovation you seek = Lands’ End.
www.sawyerspeaks.wordpress.com
May 13th, 2010 at 7:43 am
I recently sent an email to L.L. Bean about the way it snubbed it’s nose recently at an entire demographic of clothing buyers - plus size women. I received the Women’s Catalogue only to find size 2 & 4 looking models. As a woman with curves, I would prefer to see what the clothing would look like on a more curvy model. I pointed out that Land’s End does a terrific job at this, and as another reader pointed out, offers trendy photography. As a busy person, I don’t always have time to jump online to peruse a website. When the print catalogue in my hand doesn’t immediately wow me, it goes quickly to recycling - as it did in this very case.
May 13th, 2010 at 8:51 am
I never thought Sherry Chiger got it when she was at Catalog Age and it seems nothing has changed. This is a classic example I hear from insiders all the time, “We are tried of it so we need to do something else.” Who cares! Are the customers tried of it? Is it working? Bean has values and a stunning brand and running of to be something different is crazy. Why oh why if would you suggest a change? Sherry must have run out of ideas for an article?
May 13th, 2010 at 6:56 pm
George W has a point (although he doesn’t have to be so mean about it)
Most of us insiders grow weary of the usual tricks and treatments long before the customer has even caught on. Obviously this is not the case with the LL Bean customer, and getting specific in Ogunquit, Kennebunkport, or Boothbay Harbor would be great fun. Tying in to their new social media is another excellent idea. But PLEASE LL, do not try to be Lands End or anyone else. That sort of behavior only kills great classic brands.