L.L. Bean Moving Money Into Marketing
Almost two years ago, L.L. Bean began to move investments from infrastructure and staffing to prospecting and advertising. The results are just now coming in
But now we source all of those shirts from one vendor. And we buy the fabric in greater bulk to qualify for discounts. That has translated into better fit and quality. So our costs were reduced, but our quality actually has improved.
CS: Who constitutes your primary demographic, and how has it changed over the years?
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