Branding: The Multichannel Shopper

The Bauer brand-meisters have been in a chess match with L.L.Bean and Lands’ End for decades. They all sell the same style of clothing to the same demographic. Why choose one over another?

Is Eddie Bauer the consciously low-fashion brand of long-lasting quality that emphasizes details? “It’s ugly and it makes you look like a box, but it lasts forever.” Lands’ End has that position sewn up.