How L.L. Bean Continues To Evolve After 111 Years

Marketing Trends

After 111 years of history, building a remarkably consistent outdoors brand, L.L. Bean might not seem like a company centered on evolution. But after pulling back the curtain with CMO Nick Wilkoff we see that the company’s focus on transparency, inclusion, customer, and community positions L.L. Bean as a timeless example of how to keep a brand relevant and forward-thinking. 

Tune in to learn:

  • The consistency and evolution of the L.L. Bean brand and how it measures up to competitors (16:20)
  • Making the outdoor experience more inclusive and connecting people with the outdoors (24:30)
  • The alignment / transparent culture of L.L. Bean executive leadership (30:00)
  •  L.L. Bean’s initiatives for community, diversity, equity, and inclusion (35:00)

Mentions:

  • [11:37] Forrester Research
  • [16:39] Leon Gorman - Grandson of L.L. Bean founder
  • [19:41] Nordstrom
  • [19:41] Zappos Shields
  • [30:21] L.L. Bean / Todd Snyder Collaboration
  • [33:33] Mental Health Awareness Month
  • [33:54] Partnership with Mental Health America
  • [34:53] Gracie Wiener / Partnership
  • [39:39] Stephen Smith, L.L. Bean CEO

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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