If Lands’ End models now look like this, then maybe that’s a sign the New Year is off to a great start.
Two brands that were previously momtastic—L.L. Bean and Lands’ End—have pulled an Eileen Fisher in re-branding for a trendier consumer. Both outdoorsy companies are launching bridge lines with wares that are younger and more current (meaning you won’t find any elastic waist bands or purple fleece jackets here). L.L. Bean’s range, called “Signature,” will also graduate from casual wear by offering men’s suits and fancy footwear for women. As a result of the upgrades, the two retailers have taken a new direction with their catalog styling and photography to produce more fashion-forward spreads. A fresh change from kids in backpacks and middle-aged couples in puffy vests—yet, these photos do look like J. Crew rips, which we’re not sure is a good or bad thing.
Only problem is that visits to L.L. Bean and Lands’ End’s websites don’t quite communicate the same vibe as these vamped-up photos. Lands’ End’s new collection, “Canvas,” exists on a separate microsite that’s hard to find, and similarly, we only found information about Bean’s “Signature” line through a site search (although it doesn’t officially launch until March). Tell us what you think. Could new youth-oriented collections inspire you to start shopping at L.L. Bean and Lands’ End? [Wall Street Journal]