Quality of L.L. Bean's "When" Ad is Reflective their Culture of Excellence
I posted a few weeks ago about the poor quality of L.L. Bean's use of film and television advertising, but today my Instagram pleasantly showed me this great ad! Have a look!
This is the kind of advertising I would expect from a brand as strong as L.L. Bean. It builds customer awareness and positions itself as a company that truly cares about its customers through the entire buyers journey and product life cycle. It tells a compelling story that stands up against the clothing industries deadly beast known as "Fast Fashion". This ad alludes to the fact that we must consume responsibility and be conscious of the origin of our purchased goods.
J.Crew a company that has long been a coveted brand in the young adult product basket, has recently been under fire for a downward trend in quality and brand style. The company has struggled and Overall, the company swung to a net loss of $657.8 million for the most recent fiscal year (2014) ended Jan. 31, from a profit of $88.1 million the prior year.
Why compare L.L. Bean to J.Crew? It is important to note that L.L. Bean launched its line of clothing, L.L. bean Signature, that directly competes within the same market space as J.Crew, but its level of quality is paying off as industry experts continue to proclaim the quality of its products and fabrics. The company launched the line in 2010 and has seen continued growth, in part thanks to its industry expert designer Alex Carleton . Alex, who began his fashion career at Polo Ralph Lauren in New York, and joined the Men’s Design team at Abercrombie & Fitch is now leading the design team for L.L. Bean.
It is content marketing like this that can work to make a difference in the mind of a consumer, bringing to the forefront of the mind why you love a brand in the first place!
