LLBean
1. How successful has L.L. Bean been?
As the leading outdoor apparel company, L.L. Bean has been successful in many ways. L.L. Bean is one of the only few apparel companies who offered its products by mail-ordering. L.L. Bean make use of style catalog to rise customers’ interest to buy its products. Though massive catalog distribution, the company was able to attract a large number of new customers in 19th century. Along with its innovative catalog distribution-marketing concept, L.L. Bean’s philosophy of providing quality apparel, footwear and equipment to outdoorspeople at the fairest possible prices and with the most efficient and accommodating service has made the company standout from its major competitors. The company uses word of mouth as one of its major advertising tools, believing its exceptional product quality and customer services would make the customers advertise for them, as well as stand part from its competitors. With continued growth in mail-order and merchandise sales, L.L. Bean was able to expand its product lines and stores rapidly in 1979. As the company grows, L.L. Bean’s grandson Gorman, took advantage of the recreation boom. He allocated a larger budget for advertisement and offered free catalogs for customers, along with this Gorman computerized the company’s catalog mailing list and the order-entry and inventory system, the new technologies which the company has adopted has enhanced the sales further from $3 million in 1967 to $30 million in 1975, on top of this, the buyer list went fro 325,000 to 860,000.
2. What are the reasons for L.L. Bean's success?
There are several factors and business strategies contributed to L.L. Bean’s success.
Socioeconomic Factors: L.L. Bean’s sales increased significantly during the recreation boom. As the company targets customers at the age of 40, in 1970s, the baby booms in World War One is entering this age group. Older population has allow the sales to increase. Secondly, there are more women
As the leading outdoor apparel company, L.L. Bean has been successful in many ways. L.L. Bean is one of the only few apparel companies who offered its products by mail-ordering. L.L. Bean make use of style catalog to rise customers’ interest to buy its products. Though massive catalog distribution, the company was able to attract a large number of new customers in 19th century. Along with its innovative catalog distribution-marketing concept, L.L. Bean’s philosophy of providing quality apparel, footwear and equipment to outdoorspeople at the fairest possible prices and with the most efficient and accommodating service has made the company standout from its major competitors. The company uses word of mouth as one of its major advertising tools, believing its exceptional product quality and customer services would make the customers advertise for them, as well as stand part from its competitors. With continued growth in mail-order and merchandise sales, L.L. Bean was able to expand its product lines and stores rapidly in 1979. As the company grows, L.L. Bean’s grandson Gorman, took advantage of the recreation boom. He allocated a larger budget for advertisement and offered free catalogs for customers, along with this Gorman computerized the company’s catalog mailing list and the order-entry and inventory system, the new technologies which the company has adopted has enhanced the sales further from $3 million in 1967 to $30 million in 1975, on top of this, the buyer list went fro 325,000 to 860,000.
2. What are the reasons for L.L. Bean's success?
There are several factors and business strategies contributed to L.L. Bean’s success.
Socioeconomic Factors: L.L. Bean’s sales increased significantly during the recreation boom. As the company targets customers at the age of 40, in 1970s, the baby booms in World War One is entering this age group. Older population has allow the sales to increase. Secondly, there are more women