Branding: The Multichannel Shopper

What about Bauer being the brand for the outdoorsy, recreational family — the well-heeled who’ll rough it in comfort? Nope, L.L.Bean’s bagged that crowd.

Over the years, Eddie Bauer has struggled with positioning. But now it’s back in the saddle and jockeying for position as the adventure brand. The company’s big fall book for 2008 struck the right chord. Its tagline, “The Original Outdoor Outfitter” — though technically not true since L.L.Bean began marketing his boots in 1912 — strongly supports the cover image of a ruggedly handsome couple casually lounging on the open tailgate of its Jeep in the broad expanse of the American West. If you want a rugged outdoor adventure and to look cool at the same time, you’ll be glad Eddie Bauer rented your name.