L.L.Bean Rebrands to Be More Digital
L.L. Bean is stepping away from its traditional back-to-school catalog. Ad Age reports the Maine-based retailer is rolling out a new website with a digital push and three TV spots centered around its new "Be an Outsider" campaign. It's all part of an effort from the traditional catalog business to become more digital centric.
"The campaign is one piece of a bigger strategy to shift us from a heritage brand, in catalogs, to a product company," said Brad Matson, senior vice president of creative for L.L.Bean. Later this year, L.L.Bean is planning on launching more robust digital marketing efforts, including in-store experiences and at least a dozen TV spots by the end of 2017.
Total Retail's Take: Over the past few years, L.L.Bean has been fragmented in its marketing. The shift to a bigger focus on digital, without abandoning print, could help L.L.Bean not only gain new customers, but further enhance its reputation as an omnichannel retailer. While most companies are paring back TV spots in favor of more online promotions, L.L.Bean plans to use TV to reach a new audience on a national level, especially before the busy back-to-school holiday season.
