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L.L.Bean has made the outdoors a yuppie paradise
they are family adventure is what they are all about not too rugged, not too, you
know, too mean you’re outside you get all those dirty things on you, I’d hate that
you know they’re all about a family experience of being able to feel rugged
despite the fact that you never go outside
L.L.Bean does not sell clothing. L.L.Bean sells
family bliss and cute rosy-cheeked
children and the incredible nirvana of being in a perfect world
even their factories are just one big family ho down each day
L.L.Bean is about family perfection is what it's all about
it fulfills the yuppie desire for suburban adventure
you may not actually go outside
but what they're all about is making you feel rugged so what they're doing and
what the incredibly smart thing that all these companies are doing
is they’re holding up a mirror to their customers
and reflecting back who they hope to be
and by doing this they build these incredibly strong brands L.L.Bean shows
the ideal family life it's family fun it is kid-nirvana is what it's all about
and what you'll find is many many different product categories use this
same ideal the idea is everything is in its place the family is
so wonderful
Yea, so L.L.Bean is in the clothing business
but they aren't really in the clothing business L.L.bean is in the family
dream business
so it is vitally important that you remember that you are not in the shoe or
clothing or whatever product business that you happen to be in
you are in the dream building business and your job is not to clothe
them your job is to make their egos soar
your job is to make them feel powerful accepted loved and your brand will be a
lifelong friend because you are matching how they already feel about themselves