retail news in context, analysis with attitude

by Kevin Coupe

LL Bean has a lovely new commercial on the air in which it decries the disposability of so many of the products that Americans buy, playing up what Advertising Age calls "its high-quality, durable goods as an improved alternative to disposable fashion."

"When did we stop valuing things to get better over time? When did disposable become our default?" the voice-over says. "At LL Bean, we didn't stop and we never will."

The story notes that this is the first marketing effort under new CEO Stephen Smith, the first outsider ever to lead the company. Smith is a Walmart veteran who spent the beginning of his career working for Bean's Maine neighbor, Hannaford Supermarkets.

(I have a certain bias here. As I write this, I am wearing a Bean shirt and jeans. Based on experience, I know they're likely to last almost forever.)

You can watch the commercial here. For companies looking to differentiate themselves, it is a commercial worth watching and sentiments worth emulating.

It is an Eye-Opener.
KC's View: